• by Gavin O'Malley , Staff Writer @mp_gavin, June 8, 2011

Rob D’Asaro, US Director of Strategic Alliances at OMD Digital just quieted the OMMA Video audience (which, granted, was already pretty quiet) with news that he’s now securing 80% of digital commitments during the traditional upfronts. “Really?!” asked our own David Goetzl. Really, assured D’Asaro, adding that digital is already up tenfold, and will likely double this year.

Without throwing out a percentage, David Cohen, EVP and Global Digital Officer at Universal McCann, agreed that the agency is “much more active in the television upfront,” this year. Likewise, “We’re really starting that process early,” added Renee Whittingstall, Partner and Digital Media Director at MediaCom. That said, Cohen said a key barrier to more spending remains “timing,” and the fact that Cohen doesn’t know what the agency has planned for later in the year.