Media buyers and sellers should take an agile approach towards upfront this year

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 15, 2020, 11:36 AM UTC

Upfronts are expected to sell as little as 40-60% of the total ad inventory.

With TV line-ups disrupted and changing consumer preferences, media buyers and sellers should prepare for a fickle upfront season. Considering a strategic, flexible TV ad buying approach can help businesses sail through the economic crisis.

Both media buying agencies and networks should create an infrastructure that allows working with new opportunities and embrace changes in data and operations. Implementing predictive analysis can enable effective yield management for sellers and ad optimisation for buyers by ensuring the right inventory at the right price during these uncertain times.

Buyers should focus more on the preferred media outlets of their audiences than the content itself. They should leverage omnichannel data and systems to connect with their target demographic on their preferred channels.

Read the original article

[3 minute read]