With TV Seemingly Vulnerable, Suddenly Video Ads Are Everywhere

Video podcasts, cinema, even retail screens vie for upfront dollars

This post is part of a special three-part series on the state of the video advertising sector, produced in partnership with National CineMedia

In the digital media business, there’s long been this refrain: why is there still an upfront? I can’t believe this is still a thing Isn’t this the last year of upfronts?

That is, until your company thinks it has a shot at those TV dollars that come up for grabs each spring. Then suddenly, you get NewFront/Upfront religion. Case in point - several big YouTube creators, the most cutting-edge of media entities, are looking to hold an upfront selling session this year in conjunction with the startup Spotter.

Every media entity wants video money, and those high video prices. And suddenly, everybody has video to sell.

“Every seller knows putting ‘video’ in their inventory source instantly makes it more desirable,” said veteran media buyer Danny Weisman.

Especially with TV going through such a massive audience transition. You know the story. Linear ratings continue to slide. Streaming is surging, but there is less ad inventory to go around. “Cable, linear and satellite are in mass decline all over the world,” said Barry Frey, President and CEO of the global digital out-of-home trade body DPAA. “And there is not a consumer or brand that doesn’t get up and say I love video.”

Not to mention people are doing other things with their former TV-time, like watching as much TikTok as they can before the clock maybe strikes midnight.

Thus, the thinking appears to be - right now, there is a good a chance as ever to peel off some TV budgets, and grow the video ad pie overall.

“The upfront market has been under increasing pressure from alternative video channels for years,” said Ashley Silver, Group Director, Crossmedia.

The question is whether just having video is enough to make the case for buyers and brands. To me, there are four ‘sectors’ that would seem to have a shot at this:

Video Podcasting (ther are huge audiences for this ‘alternative media’)

Cinema Advertising (aka ads at the movies)

Digital Out-of-Home (more and more, billboards are out, screens are in)

In-Store Video Networks (more screens where you shop_

So I’ve tried to break down just how this might work in ever evolving video ad marketplace…