Get Ready For This Week’s “Newfronts West”
Just when you thought you couldn’t take one more week of media get togethers comes the Newfronts West. As you may recall, this year the Newfronts decided to go bicoastal, by holding the first set of presentations in NY during May and the second round this week in LA. The Newfronts are a way for digital publishers and OTT streamers to show off their content to media buyers, just like the TV networks do in the traditional media Upfronts. This year, to address the geographical challenge of forcing West Coast buyers to come to NY for the Newfronts, the vendors agreed to give a matching set of presentations out West five months later.
The one obvious difference between the Newfronts West and the others is timing. By October almost all the TV upfront money has been placed for the next 12 month calendar cycle, so there’s really not a chance for deal making. Instead presenters will be focused on evangelizing their offerings, relationship building, and preselling for scatter market buys over 2019. It’ll be interesting to see how many West Coast buyers turn out to see these presentations.