• by Wayne Friedman , Staff Writer, March 27, 2012

When will digital online sellers really be part of TV's big upfront selling process? Don't look for big changes anytime soon.  

"We can't wait for the upfront, clients want results tomorrow," says Quentin George, chief innovation officer of IPG Mediabrands, speaking at the 4'As Transformation LA event. "[But] it's not to say it isn't relevant anymore."

Josh Jacobs, president of Accuen Media says, for many in the digital space "the upfront process is an add on."

Brian Lesser, chief executive officer of Xaxis, says, "We speak to a lot of advertisers about shifting spending. [One of the problems are] there is not enough quality video."

Kurt Unkel, executive vp and general manager of Audience On Demand of VivaKi Nerve Center, says the reality is that upfront will continue to happen. At this point, "being part of the dialogue is important."