The 2025 upfront advertising season is seeing a significant shift towards digital, with expectations that streaming ad spend will surpass that of linear TV. Industry participants emphasize the importance of measurement and transparency in pricing structures. Chief negotiation officers, like Dani Benowitz, project that over 50% of upfront dollars will flow to streaming services, which is seen as a tipping point influenced by the inclusion of sports content. Challenges persist, including the need for timely ROI proof and clarity in cost tallies, especially with the complexities of walled gardens.
Clients' pricing models often favor cheaper CPMs. The challenge is streaming video is expensive, which complicates the negotiation landscape as digital ad spend grows.
Dani Benowitz highlighted the shift toward streaming, stating that over 50% of the 2025 upfront dollars will likely go to streaming, driven by changes in audience behavior.
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