Key Takeaways from 2024 TV Upfront and IAB NewFront Presentations
The 2024 TV Upfronts and IAB NewFronts provided a comprehensive look at the future of entertainment and video advertising, showcasing the latest trends, content, and technological innovations that are set to shape the industry.
UPFRONTS
- Content is King
– A strong emphasis was placed on original programming, as media companies announced numerous new shows and exclusive content across both traditional and streaming platforms. - Strong Streaming Presence
– Streaming platforms were featured prominently in the presentations, with companies like Disney, NBCU, Fox, and Warner Bros. Discovery highlighting their streaming assets alongside traditional broadcast and cable content. - Sports Focus
– Sports programming took center stage, with high-performing assets like the Super Bowl and exclusive sports streaming deals being showcased. - Return to Fundamentals
– The presentations underscored a shift back to the basics of compelling content and star power, setting the stage for an exciting year in television and streaming.
NEWFRONTS
- Dominance in Ad-Supported Streaming
– Amazon Prime Video has surged ahead in ad-supported viewership, surpassing Hulu, Netflix, Disney+, and Peacock. The importance of ad-supported models in attracting and retaining viewers was a prominent theme in the presentations.
– Free Ad-Supported Streaming TV (FAST) viewership has exceeded 100 million and is projected to grow by 5.5% in 2024.* The Roku Channel leads this segment, with Amazon Freevee expected to see significant growth. - Evolution of Social Video Spend
– US social video spend will account for 45.2% of total digital video spending, reaching $48.89 billion.*
– Retail and CPG advertisers are expected to constitute about 50% of total social network ad spending.* - Technological Innovations
– With the goal of enhancing viewing experiences and improving campaign performance, a strong emphasis was placed on integrating AI and machine learning into ad products, content creation, and ad personalization.
– Shorter ad formats and innovative ad units were highlighted for their effectiveness.
– Enhanced audience targeting and optimization tools are aligning ad spend more closely with viewer engagement. - Cross-Platform User Experience and Data Measurement
– Efforts are being made to create a cohesive user experience across platforms and advance data measurement through identity resolution and third-party data partnerships.
The 2024 Upfronts and NewFronts underscore the industry’s return to high-quality content, the growing influence of streaming platforms, the importance of sports programming, and the integration of cutting-edge technologies in advertising and content delivery. These events set the stage for an exciting and innovative year ahead in both television and digital media!
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