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.”
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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.