Wrapping up the OMMA Video panel assessing this year’s NewFront, moderator Mike Bloxham asked how long before the NewFronts and traditional upfront should remain separate events or be
merged. Chris Raleigh, who leads cable and cross-platform ad sales, at The Weather Company said he expects to see them merged sooner rather than later.
The Weather Co. was among companies holding separate events this year.
Not surprisingly, Alexis Josephs, East Coast sales head at Vevo, would like the NewFront to
continue as a standalone affair. She cited CBS and NBCU holding separate NewFront events in addition to their usual upfront efforts as a validation for the onlie video-only showcase. In particular,
the NewFronts put the spotlight on video innovation, she said.
For his part, Adam Potashnick, sr. partner, group account dir., Mediacom, would welcome a
NewFronts-upfront merger. “I would love to see them together,” he said, arguing it would allow programmers to provide a more holistic view of their offerings. But he added he can
understand that video-first companies like video want to maintain their own platform to get exposure and meetings with advertisers they might not otherwise.