A new study says 63% of media executives believe TV upfront and digital “newfronts” will change over the next three years, according to Active International, a worldwide corporate media bartering company.
Plus, 47% say TV upfronts will be “completely replaced” in the next three years. Sixteen percent say the upfronts and newfronts will converge into one; 37% say the current will stay the same.
Overall, 71% of media executives are “concerned” about how to most effectively deliver audience through digital media, mobile and social advertising channels, with 88% saying their technology focus this year will be on expanding their digital media offering.
Over half (52%) say their firm will measurably increase investments in programmatic technology in the second half of 2015. Some 50% say new media company deals will be driven to improve multi-channel inventory options and the quality of data and analytics for clients.
Research came from 100 interviews during April and May 2015 from C-level and senior management executives at media companies. Demographics of respondents were divided evenly between finance and marketing (50/50) and C-level and senior management (50/50).