Viacom Unveils 'Datafront,' Will Dive Into Messy 'Convergent' Issues

It may lack the star power and bottomless shrimp cocktail bowls of an upfront or even a NewFront, but Viacom Tuesday will kickoff what it claims is the industry’s first ever “datafront” exploring “fundamental shifts in the media landscape and the impact an increasingly convergent ecosystem has on consumers and marketers.”

The two-and-a-half hour event, which will be held late Tuesday afternoon at Viacom’s New York headquarters, will feature presentations by Viacom’s data and marketing strategy team covering the “redefinition” of TV, “good measurement” vs. the bad kind, the role “marketing science” is playing on targeting and context, “brand content creation,” and “delivering for fans” in a “fans first framework.”



Viacom said it is hosting the event because “data has become an increasingly important part of upfront conversations.”

“This is a watershed moment for television as data has redefined how we consider so many aspects of the business, from alternative currencies to measurement to branded entertainment,” Kern Schireson, executive vice president-data strategy and consumer intelligence, said in a statement announcing the event today.
1 comment about "Viacom Unveils 'Datafront,' Will Dive Into Messy 'Convergent' Issues".
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  1. Darrin Stephens from McMann & Tate, May 16, 2016 at 2:40 p.m.

    Apparently this is a presentation Viacom doesn't want National TV advertisers, buyers and researchers to see, cuz they'll all be at the ABC presentation (and double-secret after party) tomorrow

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