Commentary
Newfronts: Failure to follow the consumer?
- by Wayne Friedman , Staff Writer, May 21, 2013
Newfronts made big news -- but what was the substance?
"There was a lot more sizzle," says Chris Raleigh, senior vp of cable and cross
platform ad sales for The Weather Company, speaking at the OMMA Video event.
But Raleigh wonders about the value. He didn't believe many of the Newfront presentations
made a convincing case that they were "following the consumer." He says: "I don't think it was projected well."
And, for many marketers, there is no
rush. Adam Potashnick, senior partner/group account director at Mediacom said: "[For many marketers] there isn't a strong need today to buy that [specific Newfront] program. It doesn't have to be
a force fit into that program. You don't' have to take what is served."
A big key for traditional TV marketers is scale -- and that's where digital video is
lacking. In that regard Raleigh: "It still needs to be tied to the TV properties."
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
