According to Advertiser Perceptions research, 49% of marketers’ video advertising budgets will be assigned during this year’s upfronts season, resuming the fall of the annual buying season.
They also revealed that the key themes of this year’s upfronts would be ROI/ROAS and data-driven targeting capabilities. Marketers are most curious about campaign guarantees; meanwhile, agencies are more into programming & content.
Last year’s upfronts period was influenced by recessionary fears, global unrest arising from the Ukraine war, and ongoing media transparency and fragmentation. Those cases remain front and center in 2023 and could have an even more powerful consequence on advertising plans.
Read More: Brands scrutinize video ad budgets as upfronts approach
For more such updates follow us on Google News TalkCMO News.
