"NBCU positioned the pairing of its media portfolio with ad tech as a way to drive ad performance, including a newish NBCU capability that allows marketers to retarget viewers on linear TV. It also highlighted new contextual advertising and outcomes-based measurement capabilities."
"Fox spent much of its upfront event bragging about Tubi, the free ad-supported TV platform it acquired six years ago. Fox amplified Tubi's broad reach with Gen Z audiences and its plans to increase viewer engagement on Tubi with short-form video, AI-driven personalization and an integration with ChatGPT."
"Fox was also careful to position Tubi as more than just a FAST service, claiming that 95% of Tubi viewership is on-demand, whereas FAST content typically runs on a linear-like program guide. It's not a unique argument; Paramount makes a similar assertion about Pluto TV, for example."
"So, what was their message to marketers? Performance, performance, performance. NBCU, Fox and Amazon all spent their stage time pitching themselves to media buyers as the most uniquely positioned to help drive the outcomes marketers want."
NBCUniversal, Fox, and Amazon delivered upfront presentations to media buyers centered on driving marketer performance. NBCUniversal highlighted its scripted content and broad IP, pairing its media portfolio with ad tech to improve ad performance. It promoted a capability to retarget viewers on linear TV, along with new contextual advertising and outcomes-based measurement. Fox emphasized its sports and news portfolio and focused heavily on Tubi, its free ad-supported TV platform. Fox highlighted Tubi’s reach with Gen Z audiences and plans to increase engagement using short-form video, AI-driven personalization, and ChatGPT integration. Fox also positioned Tubi as primarily on-demand, claiming 95% of viewership is on-demand rather than FAST-style linear programming. Amazon’s upfront was described as more overtly advertising-focused.
#upfront-advertising #ad-tech #performance-marketing #ctv-and-streaming #audience-targeting-and-measurement
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