The Business Of Data With Jon Lafayette: NewFronts Edition
If you're at Day 4 of the NewFronts, you've got more fortitude than I. There was plenty to hear, say and do during the week. Set makers were front and center, pitching the beachfront properties on their home screens. Everywhere, the talk was of AI, outcomes and Amazon as you'll see below. Now let's all get some rest before diving into the upfronts in May.
NewFronts: Bringing Order (and Orders) to Digital Video
‘Standards accelerate innovation, shared frameworks reduce friction, clarity and simplicity unlock investment,’ said IAB’s David Cohen
At this year’s NewFronts, the IAB marked its 30th anniversary.
“If there’s one thing that the last 30 years have taught us, it’s this: Every time we think that we have a collective handle on what’s going on in the video marketplace, it reinvents itself, and that’s exactly where we are today,” said IAB CEO David Cohen as he opened Wednesday morning’s session.
Complexity was one of the words of the week and a problem many in the audience during were hoping the folks on stage could solve. [READ MORE]
NewFronts: Advertisers Can Buy More Tubi Inventory Via Amazon
In a connected TV world ruled by data, there are few who can compete with Amazon.
At its NewFronts presentation Tuesday, Fox’s free ad-supported streaming service Tubi said it will enable advertisers to buy more Tubi inventory on the Amazon DSP.
Looking for ways to boost revenue, streamers and connected TV platforms are putting video shopping into their cart. The brand that seems to be benefiting is Amazon. [READ MORE]
NewFronts: Samsung Ads Clicks on Amazon to Deliver Shoppable TV
Amazon is a growing power in the TV world. It’s got Thursday Night Football and the NBA.
Amazon’s real strength in advertising is what it knows about what consumers buy and how to connect that to viewing.
It’s a powerful combination and as companies in the connected TV business eye how to build a commerce business, competing with Amazon – its data and tech – is difficult, to say the least.
Rather than fight, Samsung says it is working with Amazon Ads to integrate Amazon’s remote-enabled interactive video ad technology directly into Samsung TV Plus. [READ MORE]
NewFronts: Walmart, Vizio Create Unified Login to Align Viewing, Shopping Data
When Walmart decided to buy Vizio, it was pretty clear it would result in new ways to connect TV viewing with purchase behavior.
Retail media was already a fast-growing category, but actually adding a massive connected TV footprint to the nation’s largest retailer would generate actionable data on an entirely new scale.
As the NewFronts began, Walmart and Vizio showed off what they can do with a single ecosystem that features closed loop measurement and high-impact storytelling, and introduced L'Oreal as the first brand to sign up. [READ MORE]
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