2024 Holiday Season Forecast: Cutting-Edge TV Ad Strategies, AI Power, and Pro Tips

A version of this was originally featured on ANA.

In an era where television was not merely entertainment but a cultural event, the inception of the 

 marked a strategic revolution in advertising. In the 1960s, amid a backdrop in which today's digital sprawl was mere science fiction, upfront negotiations set the stage for an annual symbiotic dance between networks and advertisers. With only three major broadcasters holding the reins to America's visual diet, the competition for ad slots (particularly those in prime time) was fierce. Highly coveted inventory was scarce; securing it early was not just advantageous but imperative.

As families congregated nightly in front of their televisions, networks wielded extraordinary power, often stumbling upon hit shows that raked in massive viewership. Advertisers, hungry for a slice of this captive audience (and to secure better inventory pricing and brand visibility), would lock in enough advertising commitments that made up a good portion of a network's annual revenue. The long months of negotiations and the significant control networks had over advertisers' budgets seemed a small price to pay for the certainty and discounts that the upfronts provided. In this golden age of television, the upfront model didn't just make sense, it thrived — sculpting the fiscal landscapes of both networks and advertisers with an iron fist veiled in velvet.

The Upfront in the Modern Media Landscape

, the upfront model faces an increasing variety of limitations. With more than 160 broadcast and cable networks and hundreds of streaming services and 

, the upfronts seem to many to be an increasingly outdated relic. The explosion of high-quality media channels means that premium inventory is no longer as scarce, and that advertisers are likely to find their audience (and access to key business outcomes) across multiple platforms without the need for early, locked-in commitments.

Today's highest-rated TV shows draw far smaller audiences than hits of the past, thanks to the diversification of what viewers watch and the availability of vast content libraries through streaming platforms and FAST channels. Increased audience fragmentation has led to more frequent use of ADUs (

) and make-goods, which can disrupt the timing and relevance of campaigns. In addition, as 

, many advertisers have continued to prioritize spending flexibility.

Despite challenges and lengthy negotiations, upfronts continue to play a crucial role in the ad planning and buying strategies of agency-holding companies and major brand marketers. They allow networks to maintain control over significant portions of advertisers' budgets and often compel media buyers to purchase packages that bundle less desirable inventory with highly coveted ad units. This rigidity contrasts sharply with marketers' need for agility and the flexibility to adjust campaigns quickly in response to real-time events and consumer demand.

This evolving landscape underscores the benefits of shifting toward continuous and data-driven planning. Such strategies promise not only adaptability but also the potential to achieve upfront-scale buying efficiency within the linear TV 

, and other premium video channels. To truly capitalize on these opportunities, 

advertisers must holistically manage these efforts

, ensuring that campaigns maximize reach, limit over-frequency, and achieve key business outcomes effectively and efficiently. This approach aligns more closely with the real-time demands of contemporary viewership and the strategic imperatives of modern marketers.

The Rise of Continuous, Data-Driven Planning and Buying

The evolution of continuous and data-driven planning represents a significant shift in advertising strategies. Moving away from reliance on broad demographics such as age and gender, this modern approach focuses on strategic audience targeting using advanced data sets. These include behavioral patterns, interests, and other nuanced signals, enabling advertisers to pinpoint and engage specific consumer segments predictably and effectively. The advent of CTV and other premium digital video platforms enhances this strategy, offering the flexibility of year-round buying and the ability to make real-time campaign adjustments.

No longer does the scatter market have to be a secondary option that allows smaller brands access to TV advertising at higher costs and with limited control over ad placements. Today, with more precise targeting, automation, and advanced analytics, the scatter market provides a robust channel for year-round buying, allowing advertisers to select specific ad spots, optimize their timing, and efficiently scale their campaigns. This modern approach not only offers greater advertising effectiveness but also enhances control over advertising spend, rivaling the scale benefits once exclusive to upfront buys with far greater flexibility and enhanced full-funnel marketing impact.

Despite growing challenges and a shift toward more flexible advertising models, the traditional TV upfront model retains importance for certain segments within the advertising ecosystem: primarily large-scale advertisers aiming to secure premium ad slots during live sporting events, award shows, and other high-profile programs. These events still draw massive audiences and represent some of the most valuable advertising opportunities on television. At the same time, most of the other ostensible benefits of the upfronts — the opportunity for cross-channel (linear, CTV, digital, etc.) diversification, incremental reach, impression guarantees, and negotiated options to cancel portions of the upfront — can be achieved or mirrored outside of the upfront context.

The broader TV ad planning and buying landscape is undeniably changing. The fragmentation of TV viewership across various platforms — and the increasing demand from advertisers for outcome-based metrics — is prompting a reevaluation of the upfront model. Many brand marketers and independent agencies are increasingly turning to continuous and data-driven strategies, allowing for year-round planning, buying, and optimization, as well as the ability to maximize return-on-ad-spend with greater flexibility and responsiveness to market conditions.

For many advertisers, especially those not targeting the highest echelons of broadcast events, participation in traditional upfronts is becoming less critical. Advances in technology and data analytics now allow these advertisers to access premium inventory, drive significant reach, and maximize ad spend effectiveness without the constraints of upfront commitments.

Navigating the Future of TV Advertising (and the Upfront Evolution)

As television advertising transitions from its traditional paradigm to a more dynamic and outcome-focused landscape, the TV upfront model confronts a pivotal juncture. While upfronts still provide value for securing ads during high-profile events with large audiences, the increasing fragmentation of audiences, growth of premium video outlets, and demand for personalized media require a more flexible and targeted advertising approach.

The ability to leverage real-time audience data, better optimize campaigns in flight, and measure cross-platform performance provides significant advantages over the rigid upfront commitments of the past. By targeting more precise consumer segments, routinely optimizing media mix, and tying ad exposure to business outcomes, data-driven TV advertising enables greater efficiency and effectiveness.

To be clear, this transition may be complex for some organizations, as fully harnessing the potential has two key requirements:

Industry participants must continue to sufficiently invest in disparate data source integration, data integrity, and analytical capabilities.

The industry itself needs to reconcile evolving measurement standards and the need for cross-platform currencies to enable seamless planning and attribution.

While the upfront model could theoretically adapt to modern advertising needs, the industry is moving toward more flexible, data-driven approaches that better align with the changing media landscape and evolving audience behaviors. Advances in technology and analytics now allow advertisers to reach more people broadly across a variety of channels and platforms, target audiences more precisely, optimize campaigns in real time, and achieve key business outcomes — all without the traditional constraints of upfront commitments.

As the paradigm of TV evolves, so must the storied upfront

The Upfront Is Dead, Long Live the Upfront

has been prophesied since the internet came along. Yet, more than three decades into the WWW boom and at least half of that into the explosion of streaming, nothing’s as black and white as many would believe.

If you're here looking for a quick answer to the question of whether traditional TV advertising is still effective, it's "yes."

There is nuance, however, and it's important to be aware of it if you're looking to invest your money in TV ads. And that is precisely what we're going to explore in this article.

Yes, TV advertising is still effective from every perspective.

If you're specifically thinking of linear (traditional) advertising, then yes, it is still effective. If you're thinking of CTV (connected TV), then that's effective, too.

According to data collected at Simulmedia, 73% of all American households watch linear TV, 84% stream content on their TVs, and 57% do both. More relevant, American households watch an average of 4+ hours of 

 TV daily. That includes linear TV and connected TV (CTV), with 78% of all this time dedicated to linear TV (which is almost all ad-supported!).

It might seem everyone's on their phones, but data tells a different story: one where TV (be it linear or connected) is still a very relevant medium for brands that want to deliver a message. Of course, TV advertising has changed (if anything, even linear TV is now more data-driven than ever, and CTV ad availability is growing by the year.) But at the end of the day, TV ads will always be about trust and exposure. Done right, it will always be effective.

TV advertising vs social media advertising and banner ads

Research shows the average internet user spends around 

 daily on social media. That is, undoubtedly, a lot of time spent scrolling, so it's no wonder that 

Social media advertising comes with plenty of benefits, for sure:

It's easy to set up (no need for a big budget, either)

It's relatively easy to track results and optimize your campaigns.

Social ads are undoubtedly advantageous – but they 

 also getting increasingly more expensive. Meanwhile, TV ads are seen as untargetable and unattributable.

That is not the case, though. You can target modern TV ads through data-driven linear techniques so they’re shown to a good swath of the audience that’s likely to buy from you. And you can definitely measure the impact of your efforts, too (yes, even for those “awareness” campaigns.) TV ads can also trigger a halo effect on your social media ads – because once the show is over, and the remote control’s on the table, people will always turn to Facebook, Tiktok, and Instagram for one last scroll before they turn in, and they may prove more receptive to engaging with your ad after having recognized your brand from the big screen.

Your social efforts, banner ads, and your TV ads can and should work in tandem. They are not mutually exclusive, and neither of them is outdated. They are part of the funnel. Instead of looking at them as opposites or competitors, marketers should see them as complementary: where a TV ad delivers the main message (and builds trust, brand affinity, and so on), a banner ad can serve as a reminder, for example. Banner ads are easily ignored (

 of consumers experience banner blindness!) – but TV ads have the power to reach a broader audience and make a lasting impression.

Online video advertising (such as pre-roll ads on YouTube) has similarities with TV advertising in that it has a broad reach and visual impact. However, it also has a lower barrier to entry, which means the competition is fiercer.

The flip side to that? Most online video ads show in outstream units, on autoplay. Worse, some publishers misrepresent outstream units as “instream” units to inflate CPMs, and many of them, despite being “unskippable,” can easily be ignored simply by scrolling past them or clicking the X and shutting them down. While watching a couple of ads at halftime might be OK with most people and are more-or-less accepted by broad audiences already acclimated to pre-roll and mid-roll ads, it’s not as great when these outstream ads are intrusive and interrupting, sometimes covering up the content the consumer is trying to read. This kind of annoyance simply makes for a very low customer experience.

Moreover, online video ads usually live on small screens: smartphones, tablets, and so on. Even when they are in full-screen mode, they still don’t have the same effect as an ad that plays on a large TV screen (the largest screen in the house.)

Yes, online ads might have a lower barrier to entry. And yes, they might be effective in some cases, such as watching a pre-roll ad that comes on before a rerun of the show on your tablet. But at the end of the day, TV ads are just 

 for customer experience, reach, building trust, and memorability.

Let's say you are already on the fence about whether you should start advertising on TV. Here are some of the top advantages to consider:

TV ads have the potential to reach a massive audience, including diverse age ranges and demographics. Yes, the number of linear TV households is declining every year, but the number of linear TV households is still a very large number – about 90mm households as of 2024 (see for yourself by accessing 

). Right now, between CTV and linear TV, more than 110 million households in the US own and watch at least one form of television. That's a lot of potential reach, which makes TV an effective medium for scaled brand awareness and exposure, especially when you adopt a holistic cross-channel approach that spans linear and connected TV. Plus, unlike social media or online ads, where people can scroll by or click away, TV ads have the benefit of capturing a more captive audience.

TV is still perceived as a reputable and trustworthy source of information compared to online ads, which can be seen as intrusive and untrustworthy. By appearing on TV, your brand can benefit from this perception of trust and credibility, making it easier for potential customers to trust and buy from you.

 shows that 20% of people trust offline sources (like TV, radio, and newspapers) more, and only 11% say the same about online sources (such as YouTube ads, Google Ads, social ads, and so on). This is 

 to say online ads aren’t effective or useful – a well-timed and strategized combination of online and offline advertising can be a complete game changer for virtually any business.

TV ads are visually compelling. They use music, motion graphics, storytelling techniques, and more to create an emotional connection with the audience. This visual impact can have a more significant effect on the viewer than text-based or static online ads, which do not have the same ability to evoke emotions.

TV ads are more effective at creating brand affinity and awareness than online ads. With TV, you can tell a story or showcase your product or service in a way that resonates with the audience on an emotional level. Additionally, by being in front of viewers more frequently (through multiple ad spots), you can increase brand recall and recognition.

TV ads are still seen as “too exclusive,” given the high production costs and airtime rates – the truth is a lot more nuanced, though. Ads don’t have to cost millions to produce and run on national TV – however, 

 most likely assign your brand with the idea of “worth” associated with airing adjacent to professionally-produced, premium content.

TV advertising is not perfect (nor is online advertising, for that matter.)

The main drawbacks of TV advertising include:

Producing a high-quality TV ad can be costly, especially if you want to compete with other established brands. From scriptwriting, hiring actors and crew, location fees, and post-production editing, the expenses add up quickly. For smaller businesses or startups, this can be a significant barrier to entry for TV advertising.

However, direct-to-consumer ads and user-generated content, and soon AI-based video ads, will become more popular in recent years, making TV advertising more accessible and affordable to businesses of all sizes. Contrary to popular belief, you don't 

TV ads can reach a broad audience, but most marketers believe they lack the granular targeting options that online advertising offers. Traditionally, TV doesn't allow you to be very specific with your audience's demographics or interests, for example -- but mostly relies on age and gender as the basic targeting units. Interest, affinity, behaviors, habits – they all slip through the cracks in traditional TV advertising.

Modern data-driven linear TV advertising, however, has long bypassed this problem. Platforms like Simulmedia, for example, work with a selective set of high-quality data providers to create niche audiences you can use to build the perfect media plan to efficiently reach as much of your niche/strategic audience as efficiently as possible. Buying ads on traditional TV may still not be as granular nitty-gritty as some digital advertising, but it does one thing better than social, search, and online banner ads: it gets to people who are not as likely to scroll, skip, or click “X” on your message.

Difficulty in measuring outcome effectiveness

Generally, TV ads are considered less measurable than their online counterparts. In part, that is true -- online ads are traceable because when your goal is an action (i.e., a conversion, a download, a purchase, etc.), you can track it directly, from impression to click and then to purchase. Still, it’s worth noting that this level of detailed measurement is slowly going away (with third-party cookies being phased out on Google – and other platforms in the future).

The reality is, however, that one person could see your ad, social posts, and organic content multiple times before they buy. Marketing, after all, is a team sport. So while attribution in online advertising 

 more transparent, it isn't necessarily more accurate (it’s just as accurate as your attribution model – and likely to circle back to basics once third-party cookies are phased out.)

That being said, modern TV advertising has also made strides in measuring effectiveness by incorporating data and analytics to track audience engagement and conversions from the TV to other home devices, such as laptops, tablets, or phones. Measurement devices like incremental lift measurement and spike-level attribution help you determine the effectiveness of your ad probabilistically. For instance, if your ad ran at 9:04 PM and by 9:14 PM your website received a spike in traffic, it is probably your ad at work.

In most contexts, the fact that TV is a broadcasting medium is useful and 

. After all, you want your ad to be shown to as many people as possible, right?

Yet, unlike online ads, TV is not a one-to-one dynamic channel. Modern technology will provide you with info on a significant chunk of your unreached target audience and what shows, networks, or dayparts they’re likely to watch. Still, when you buy that spot, you will show your ad to both people within your target audience and other people who just “happen” to be there.

The audience's mindset when exposed to a TV ad often differs from their mindset when coming across a digital ad. Online ads, be they social, search, banner, or outstream video, need to stop people from scrolling and make them pay attention and not skip the ad. TV ads, however, have a slightly more nuanced approach to capturing attention: they take viewers from a state of passivity (watching their shows) to a state of engagement.

So, what are the rules for creating effective TV ads? Here are some ground rules:

Before you begin creating your ad, it's important to define your objectives. What do you want to achieve with your campaign? Are you looking to increase brand awareness, drive sales, or promote a specific product or service? Having a clear understanding of your objectives will help you create an ad that is tailored to your needs and is more likely to achieve your desired results.

Once you've defined your objectives, you'll need to identify your target audience. Who are you trying to reach with your ad? What are their interests and habits? Understanding your target audience will help you create an ad that resonates with them and is more likely to be successful.

The key to a successful TV ad is creating a compelling message that resonates with your target audience. This means creating an ad that is visually striking, emotionally compelling, and easy to understand. By utilizing the power of sight, sound, and motion, you can create ads that are more likely to make an impact on viewers and achieve your desired results.

Before you launch your ad, it's important to test it with a small group of people. This will help you identify any issues or areas for improvement before you launch your ad to a wider audience.

Once your ad is live, it's important to measure your results. This will help you understand how your ad is performing and identify areas for improvement. By regularly monitoring your results, you can make adjustments to your ad and your campaign to improve its performance and achieve better results.

Yes. Advertising on TV can be a powerful tool for businesses of all sizes. With the ability to reach millions of viewers and target specific demographics, you can use TV to drive your business objectives and promote your brand. Brands can create a successful TV advertising campaign that delivers real results by creating a compelling ad, testing it, and measuring its results.

Additionally, it's important to remember that TV advertising is not a one-time investment. To make the most of your campaign and achieve the best results, it's important to evaluate and refine your ad and your approach continuously. This may involve experimenting with different targeting methods, adjusting your ad's creative elements, or changing the timing of your campaign.

Another important aspect of advertising on TV is to consider the placement of your ad. A prime-time slot during a popular show can be expensive but will reach a large audience. However, you can also consider cable TV or local channels that can be more affordable but still reach your target audience since they may be more cost-efficient. And, of course, always take a cross-channel approach and reach younger folks who have moved exclusively to connected TV.

Finally, it's important to work with a reputable creative advertising agency that can help you create a compelling ad, and a TV ad-buying partner who can then place that great ad in the right spots and measure your results, whether that’s reach, website visits, or other business outcomes. These experts will have the knowledge and expertise to help you create an ad that makes the most of sight, sound, and motion to achieve your desired results.

 for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. 

 or email us at advertise@simulmedia.com.

Exploring TV Advertising's Relevance in Today's Digital World

Why Advertise on TV? Beyond the Hype: TV Advertising's Enduring Effectiveness in a Digital World

 that covered the initial sessions of the ANA conference, we continue to delve into the profound discussions and insights shared by industry leaders. The day-long event at Simulmedia brought together experts who explored various facets of the evolving television landscape. In this post, we’ll pick up where we left off, beginning with the fourth session, "Making Programmatic Work for TV."

The session "Making Programmatic Work for TV" featured Dave Dworin, Chief Product Officer at Freewheel, who provided a comprehensive overview of the challenges and opportunities in integrating programmatic advertising with television.

Dworin kicked off with a striking statistic that underscored the rapid growth in programmatic: “Programmatic going to publishers has grown 6X and now generates a third of TV publishers' CTV revenue.” This set the stage for a detailed exploration of the unique dynamics of programmatic in the TV ecosystem.

A key highlight of the session was Dworin's vision for the future of the Upfronts. He posited that TV publishers need to offer a mix of buying models in their upfront commitments. This would include not just the standard non-biddable direct insertion orders and sponsorships, but also programmatic guaranteed and even biddable models from private marketplace deals. Advertisers favor biddable models as they allow more control over their buys. However, this complexity introduces a challenge for publishers who must now manage advertiser commitments across both non-biddable (which they control) and biddable models (which advertisers control).

Dworin explained that if advertisers set their bids too low, publishers might see these biddable commitments fall short and shift more money into non-biddable models, which could frustrate advertisers. Innovations from Freewheel address this by providing publishers with tools to signal advertisers: “Hey, you may want to increase your bids because your biddable buys are pacing below expectations.” This allows the buy-side to self-correct instead of having the publishers make the corrections.

One of the key points Dworin emphasized was the disparity in data ownership between web and CTV. “All of the data in the web lives in the buy-side, but all the data in the CTV side live in the sell-side,” he explained, highlighting a fundamental difference that shapes how programmatic advertising operates in these two environments. This difference necessitates a tailored approach to data utilization and ad targeting in CTV.

Dworin also discussed the complexities and risks associated with live events, which are a significant draw for advertisers. “The coolest events are happening in live, but there’s an added level of risk. High value, high risk,” he noted. He elaborated on the technical challenges, such as handling simultaneous ad requests during major live broadcasts, which can overwhelm systems not adequately prepared for such spikes in demand.

A major focus of the session was on the need for technological and strategic adaptations to make programmatic viable in the TV space. Dworin pointed out, “One of the big reasons you are in the Upfronts is you want to access the really big tentpole events — and a lot of those are live. But live is really hard.” He detailed the various technical hurdles, including pacing algorithms and fraud alerts, that need to be managed to ensure successful ad delivery in real-time environments.

Dworin's insights also touched on the ongoing industry challenge of transitioning from web-based programmatic to TV-based programmatic. He explained that traditional web programmatic relies heavily on 2D display ads, whereas TV programmatic is fundamentally different because it revolves around video content and timing. “Programmatic for video is based on time. That’s the first big change, and that changes the way a DSP paces,” he said, underlining the necessity for a paradigm shift in programmatic strategies to cater to the TV medium.

The session wrapped up with a discussion on the strategic trade-offs for brands considering programmatic TV. Dworin cautioned that while programmatic offers numerous benefits, it also comes with its own set of challenges, such as additional costs and limited access to certain types of premium inventory. However, with careful planning and the right technological infrastructure, these challenges can be mitigated to unlock the full potential of programmatic in television.

As the session concluded, it was evident that while making programmatic work for TV requires navigating complex terrain, the rewards of successful integration are substantial. The insights shared by Dworin provided a clear roadmap for leveraging programmatic to enhance the effectiveness and reach of TV advertising.

Reimagining the Client/Agency Partnership to Optimize Programmatic

The session "Reimagining the Client/Agency Partnership to Optimize Programmatic" featured insightful discussions led by Jo Zmood, Managing Director at OMD, and Katherine Freeley, Head of the Media Center of Excellence at Boehringer Ingelheim Pharmaceuticals. They explored how client and agency relationships need to evolve to better leverage programmatic advertising, anchored around three key pillars: Governance, Collaboration, and Transparency.

Zmood began by emphasizing the importance of a co-created governance framework that ensures shared accountability for media’s impact on business outcomes. “Media is becoming more and more a topic of agenda in boardroom discussions because media is playing a bigger role today in driving business outcomes,” he said. This statement underscored the strategic value of media investments and the necessity for closer collaboration between clients and agencies.

The second pillar, Collaboration, was illustrated through the global transformation efforts delivered via the streamlined structure of OneBIH, a dedicated, bespoke partnership model. Freeley explained the unique challenges faced by pharma companies in navigating the media landscape. “CPG companies understand media and marketing really well. Pharma companies — they focus on research — and I don't think we want to change that. Our focus is on prolonging the life of future generations. For pharma companies, media is a bit of a conundrum — they don't often understand it,” she noted. This highlighted the need for agencies to educate and guide clients through the complexities of programmatic advertising.

Radical candor and transparency, the third pillar, are crucial in client/agency relationships. “We need to learn how to be radically honest about how we're transparent and how we are tackling issues. Because if we're not, then you hit the point where you cannot communicate effectively,” Freeley stressed. This honesty is crucial for building trust and ensuring that both parties are aligned in their objectives and strategies.

Zmood emphasized the importance of benchmarking and accountability within this transparent framework. “We've been a strong proponent on benchmarking with the ANA because more and more, we as agencies need something to be held accountable to in programmatic,” he stated. This accountability is essential for maintaining high standards and delivering measurable results in programmatic campaigns.

One of the most impactful points made by Freeley was the environmental impact of programmatic advertising. “Programmatic is one of the biggest carbon emitters, especially made for advertising sites that use a lot of server farms. They emit more carbon than the whole airline industry altogether. Our responsibility as advertisers is not only to focus on a clean programmatic supply, but also to minimize carbon emissions,” she said. This perspective added a new dimension to the discussion, highlighting the need for sustainable practices in digital advertising.

The session concluded with a focus on ROI and continuous education. “In a nutshell, when we invest in media, we do expect an ROI, and that manifests itself in terms of 'new to script' or 'script lift' in metrics,” Freeley noted. She also emphasized the ongoing need to educate marketers about changes in the media landscape and viewership behaviors. “There's a lot of data coming into the marketplace, and how we harness that and utilize it in new ways to find the audiences, that's the new frontier,” Zmood added.

Game On: Exploring the Future of Brands and Video Games

The final session of the ANA conference, "Game On: Exploring the Future of Brands and Video Games," was a riveting exploration into the intersection of gaming and brand engagement. Joost van Dreunen, Professor at NYU Stern, and Adam Keaney, General Manager at 

, led the discussion, highlighting the immense potential of gaming as a cultural and commercial platform.

Joost van Dreunen kicked off the session by addressing the unique cultural space that gaming occupies. “Gaming affords a cultural space that no other form of media does,” he remarked, underscoring the deep and personal connections players have with their games. This connection presents a unique opportunity for brands to engage with audiences in meaningful ways.

Van Dreunen also discussed the shift from service models to games as platforms, a transition accelerated by the pandemic. “What excites me now post-pandemic — we've transitioned away from the service model towards games as a platform,” he explained. This shift allows for continuous engagement and interaction, providing brands with ongoing opportunities to connect with gamers.

Adam Keaney added to this by sharing insights on how major IP adaptations can drive engagement. “Fallout, newly out on Amazon, inspired a huge spike in downloads of the game, which had already been out for years, attracting a brand new audience,” he noted. This example highlighted the powerful synergy between gaming content and other media forms, creating multiple touchpoints for brand interaction.

Keaney showcased compelling quotes on the monitors that emphasized the growing influence of gaming among younger generations. He cited Dennis Kooker, President of Global Digital Business at Sony Music, saying, “When we look at Gen Z and Gen Alpha, what we’re seeing is that gaming is the No. 1 entertainment choice over video.” This was further reinforced by Meredith Kopit Levien, CEO of The New York Times, who stated, “Wordle brought an unprecedented tens of millions of new users to The Times, many of whom stayed to play other games, which drove our best quarter ever for net subscriber additions to Games.”

Keaney also engaged the audience in a revealing exercise, getting them to acknowledge that even casual game players are gamers. He presented a statistic showing that people spend nearly 12 hours a week on video games and virtual worlds. This figure closely trails the time spent on "social media & video sharing platforms" (13.12 hours per week) and "broadcast TV & subscription services" (13.92 hours per week). This data underscored the significant role of gaming in the broader entertainment landscape.

The session concluded with a focus on the evolving perceptions of gamers and the integration of gaming into broader media strategies. “Gaming now is at this moment where we can share, have meaningful moments with others. The stereotypical model of the gamer as someone alone in his basement — we're well past that moment,” Van Dreunen concluded, emphasizing the mainstream acceptance and social aspects of gaming today.

The ANA conference at Simulmedia provided a wealth of insights into the evolving television and media landscape. From rethinking the upfronts and tackling programmatic transparency to exploring the vibrant future of gaming, each session was packed with actionable takeaways and thought-provoking ideas.

At Simulmedia, we pride ourselves on being a trusted partner dedicated to helping our clients achieve exceptional results in media and TV advertising. Our advanced TV and data-driven insights ensure that clients not only stay ahead of industry trends but also maximize the effectiveness of their campaigns. Working with Simulmedia means gaining access to cutting-edge solutions and expertise that consistently deliver outstanding outcomes. Our commitment to innovation and excellence means that clients always leave our collaborations smarter and better equipped to navigate the complexities of the media landscape.

Dive into the latest insights from the ANA conference at Simulmedia, covering the future of programmatic TV, client/agency partnerships, and the booming world of gaming. Discover how industry leaders are reshaping the media landscape!

The Next Big Thing in TV and Gaming: More Insights from the ANA Conference

Unlocking Opportunity in the Evolving Television Landscape

, hosted at the Simulmedia office, was nothing short of a revelation. As industry leaders gathered to discuss the rapidly evolving television landscape, the air was thick with anticipation and excitement. The conference was a melting pot of ideas, with each session shedding light on different facets of media, advertising, and programmatic TV strategies. Let's dive into the highlights from the first three sessions, starting with the thought-provoking "The Upfront is Dead, Long Live the Upfront."

The Upfront is Dead, Long Live the Upfront

The day kicked off with a bang as Jon Werther, CEO of Simulmedia, took the stage to moderate the opening session titled "The Upfront is Dead, Long Live the Upfront." Tamara Alesi, CEO of MediaPlus NAM, and Kevin Cahn, AVP & Head of Media COEs at Kepler Group, joined him. Together, they embarked on a thorough examination of the traditional concept of the upfront and its relevance in today's media environment.

Tamara Alesi’s opening remarks were nothing short of eye-opening: “60% of YouTube viewers are on the big screen these days,” she announced, highlighting a significant shift in viewer behavior. This statement set the tone for a session brimming with candid insights and bold predictions.

Alesi didn't hold back when addressing the current state of the upfront market. “Today, you have to also buy a lot of garbage when you buy in an upfront. You have to be okay with that,” she stated bluntly, pointing out the inefficiencies and compromises inherent in the traditional model. However, she quickly pivoted to underscore the importance of emerging platforms and flexibility in media planning.

The conversation then turned towards emerging players and trends. Alesi boldly predicted, “I think Amazon is going to be the network to watch in this Upfront.” This sentiment was echoed by many in the room as the tech giant continues to make significant inroads into the media space. She also highlighted the growing role of Connected TV (CTV), stating, “CTV will play a huge role in this year’s upfront.”

One of the most compelling parts of Alesi's presentation was her discussion on innovation and retail media. “The biggest innovation we'll see this month is commerce. Retail media takes 20% of the share right now; by next Christmas season, it will be 25-30%,” she predicted. This shift towards integrating commerce with media signals a new era of 'brandformance,' a term she elaborated on by saying, “We talk a lot in our agency today about brandformance. Everyone wants to know, 'What's your return?'”

Kevin Cahn complemented Alesi’s insights with his own perspective on the importance of testing and learning in media strategies. “Don’t be afraid to ask, and don’t be afraid to fail. There’s a lot of new stuff out there, and unless you’re testing, you’re not learning enough,” he advised. Cahn's emphasis on disciplined media practices resonated well with the audience. “All media drives outcomes if you can be disciplined in how you test, validate, and iterate,” he added, reinforcing the need for continuous improvement and adaptability.

Cahn also stressed the necessity of being agile in media planning. “Flexibility and the ability to bob and weave and change with your client is so important,” he emphasized, illustrating the need for agility in a fast-paced media landscape.

The session wrapped up with Alesi reiterating the importance of evaluating media investments through the lens of 'brandformance.' “You should look at how every single dollar you lay down is affecting brand and performance -- that’s why we call it brandformance,” she concluded, leaving the audience with a clear directive to balance brand building with performance metrics in their media strategies.

As attendees moved to the next session, the energy in the room was palpable. The discussions were not just about the death of the traditional upfront but also about the birth of new opportunities and the exciting future of media. This was just the beginning of a day filled with groundbreaking insights and thought-provoking conversations.

Programmatic Transparency Matters: Rebalancing Information Asymmetry

The second session of the day, titled "Programmatic Transparency Matters: Rebalancing Information Asymmetry," delved into the intricate world of programmatic advertising. As the speakers took their places, the audience braced themselves for a deep dive into one of the most pressing issues in digital advertising today.

Tom Triscari, CEO and Programmatic Economist at Lemonade Projects, moderated the session. He began with an overview of the ANA transparency paper, highlighting key findings and setting the stage for a robust discussion. He pointed out the significant shifts by major players like Google and Meta towards less transparency but with guaranteed outcomes, emphasizing the industry's evolving landscape.

Sabrina Traskos, VP of Commercial Procurement at Regeneron, opened with a provocative statement that immediately captured the room's attention: “As a procurement specialist, I will take guaranteed ROI any day over a transparent, non-guaranteed buy.” Her perspective highlighted a key tension in the industry: the balance between transparency and guaranteed outcomes. This sentiment was especially poignant given the recent moves by giants like Google and Meta towards less transparency in favor of assured results.

Traskos continued by shedding light on the inefficiencies she has observed in media buying. “For every hundred million dollars of creative and media we were buying, 40% was rework,” she explained. This reality of significant waste underscores the necessity for greater efficiency and accountability in the media buying process. She didn't shy away from illustrating the operational challenges procurement specialists face, adding, “We get more and more pressure to deliver shareholder value with less budget and fewer experienced marketers.”

A particularly memorable part of the session was Traskos's discussion on the concept of FOFO—fear of finding out. She explained that while brands often demand transparency, there is an underlying reluctance to fully embrace it. “When you ask regular consumers how many media companies they can recall reading, they may list about 6-8. So how do we justify the thousands of publishers in a typical media plan?” she asked. This fear of uncovering inefficiencies and waste is a significant barrier to true transparency.

Triscari added context to this discussion by questioning the growing reliance on proprietary trading. “How is it more and more money is going into proprietary trading when everyone is concerned about transparency?” he asked. Triscari's remarks pointed to the growing concern over the opaque nature of programmatic deals, where significant sums of money flow without clear visibility into where and how they are spent.

One of the session’s most intriguing moments came when Traskos recounted a conversation with a marketing colleague. Given the choice between a non-transparent buy with guaranteed ROI and a transparent buy without guaranteed ROI, her colleague preferred the latter. “I was shocked,” Traskos admitted. “But they wanted the data and insights from transparency because they questioned whether the reported ROI was real and believed the learnings would help them achieve more in the long run.” This tension between the immediate needs of procurement and the long-term goals of marketing highlighted a fundamental conflict within the industry.

Traskos vividly illustrated the practical challenges of programmatic advertising: “When we get into programmatic reporting, you get stuck in the weeds, lost in the mud, unable to see the stars.” This analogy perfectly encapsulates the frustrations many marketers feel when the minutiae of data bog them down without clear, actionable insights.

As the session drew to a close, Traskos and Triscari's dialogue underscored the urgent need for greater transparency and efficiency in programmatic advertising. They suggested that the path forward would require a concerted effort from all stakeholders to rebalance the information asymmetry that currently plagues the industry. The emphasis on transparency, efficiency, and accountability set the stage for the next discussions as attendees prepared to delve deeper into the digital transformation of television.

100% Digital TV Future is Here: Optimizing Experiences for Viewers (+ Brands)

The session titled "100% Digital TV Future is Here: Optimizing Experiences for Viewers (+ Brands)" was led by Dani Cushion, Chief Marketing Officer at Innovid. Cushion immediately set the stage by addressing the monumental shift from linear TV to a digital-first approach. “It’s a big ship to shift from the linear buying motion and the historic upfront to more of a first digital-first, dynamic motion. But this gap represents an enormous opportunity,” she remarked.

Cushion emphasized the evolution of Connected TV (CTV) and its unique challenges and opportunities. “We have imposed this heavy digital ecosystem on CTV, but it’s really an evolution of linear TV. When the dollars flow in, we can't be in a system where money is just going out the window, where advertisers don't know what they are spending their dollars on,” she stated, highlighting the need for efficiency and transparency.

A standout moment was her discussion on the year's buzzword: Shoppable Ads. “The buzzword of the year is Shoppable Ads — major auto drivers are using this to drive viewers to a dealership via QR code,” she noted, showcasing how this new ad format is transforming viewer engagement and driving tangible results.

Cushion also touched on the importance of real-time measurement in digital TV. “You don’t have to wait weeks to act. Real-time measurement makes it all actionable,” she explained, stressing the importance of immediacy in optimizing advertising strategies.

The session concluded with Cushion emphasizing the holistic approach needed for success in CTV. “It’s really important for us, when we all link arms and dollars start flowing into CTV, that the experience is good for brands, good for publishers, but most importantly, good for viewers,” she concluded, leaving attendees with a clear vision of a cohesive, efficient, and viewer-centric digital TV future.

The ANA conference at Simulmedia provided a wealth of insights into the evolving media landscape. From rethinking the upfronts and tackling programmatic transparency to embracing a digital-first TV future, the sessions were packed with actionable takeaways. Industry leaders shared predictions and practical advice, setting the stage for continued innovation in television advertising. Stay tuned for more highlights from the remaining sessions.

Explore key insights from the ANA conference at Simulmedia, covering the transformation of upfronts, the importance of programmatic transparency, and the future of digital TV. Discover actionable takeaways from industry leaders.

The Future of Media Unveiled: Highlights from the ANA Conference at Simulmedia

 as tech giants like Amazon and Netflix transformed the traditional linear Upfront Week. This year featured their first in-person upfronts—Netflix, having canceled their 2023 event in favor of a virtual format. Their bold participation sparked industry curiosity about what they were bringing to the market, challenging traditional players like NBC, Disney, and WBD, whose announcements were overshadowed. Paramount/CBS opted for more intimate in-person meetings over large-scale presentations. Amazon, Netflix, and Google/YouTube have now risen to prominence alongside established broadcast networks, becoming major forces in content, talent, and scale.

A shift in market dynamics and consumption patterns at the 2024 upfront

The inclusion of streaming-first tech giants in the upfront week has brought about a significant shift in the metrics for determining media consumption. It's no longer about linear or streaming consumption in isolation but about consumption across a media company’s entire ecosystem. This reality was underscored by Nielsen's release of their new gauge consumption metric on Tuesday, a development highlighted at Disney’s event as they were leading in the new metric.

It's worth noting that the consumption metric includes all consumption, not just ad-supported. For instance, while Netflix may rank 6th in this new metric, only about 10% of that consumption is ad-supported. In contrast, traditional companies rely heavily on ad-supported consumption, particularly in the sports sector.

Another interesting finding is YouTube's evolving role. It's now delivering nearly 50% of its audience via the living room's big screen, indicating that it's no longer just a mobile-first media but a linear device for consumers.

The prominence of sports in upfronts 2024

The topic of sports leads the way for live viewership, and announcements about sports were critical points of discussion throughout the week. Starting Monday, NBC continued to promote the upcoming Summer Olympics in Paris, comparing the total audience across the three weeks to 8 Super Bowls. Interestingly, Dan Lovinger from NBC also appeared at the Roku Newfront to promote their Olympic hub within the Roku user experience. This shift marks a new era of cross-pollination in the industry, with executives now appearing at events beyond their own media company's traditional boundaries, signaling more collaborative and open strategies. Additionally, focusing on the ‘24 Olympics is likely an effort to avoid the losses that NBC incurred from the ‘21 Tokyo Olympics that COVID-19 impacted.

The NBA was also spotlighted during the first week as they continued negotiating their current television rates. Incumbent, WBD briefly touched on the negotiations, saying if they move forward, it would be for “A deal made sense.” 

Next, let’s talk about the NFL, once again, the belle of the ball. The NFL continues to be the primary audience driver in the marketplace, spreading their rights to all four broadcast networks and two streamers. NBC touted the dominance of Sunday Night Football, FOX promoted the upcoming Super Bowl in New Orleans, and their new relationship with Tom Brady, and Disney trotted out their newest talent acquisition, Jason Kelce, who will be a part of their Monday Night Football pre-game show. The largest announcement was the NFL is now working with Netflix, bringing two games exclusively to the streamer on Christmas Day.

This is just another signal that Netflix continues its slow march to become a major live events player. Between its announcement earlier this year with WWE and the success of the Roast of Tom Brady, coupled now with the NFL, it is clear that Netflix has its sights set on securing live eyeballs.

On the traditional side of the house, it was noteworthy that there was a clear move for scaled-back investment from a programming standpoint, leading to more traditional media companies leading with audience segmentation and business outcomes within their ecosystem. Additionally, consolidated was the name game in the streaming space, with Peacock bundling with Netflix and Apple+, Hulu and WBD announcing a new partnership, and Venu Sports, the joint sports venture between Disney, FOX, and WBD, all gaining press during upfront week.

As the industry undergoes significant changes, it's crucial to chart a clear path encompassing both linear and streaming media. This outlook is not just a trend but a pivotal market shift that demands our attention and strategic planning.

Rethinking upfront commitments for a new era

The 2024 Upfronts have prompted brands and agencies to rethink their approach to media buying. Increasingly, advertisers seek greater flexibility over their budgets, demanding the ability to adjust target audiences across campaigns and move towards more outcome-based solutions. This shift is driven by a rapidly fragmenting media landscape and the need for strategies that adapt to consumer behavior and economic fluctuations.

Simulmedia is at the forefront of this evolution, leveraging advanced data analytics to offer precise audience targeting and efficient media plan adjustments any time of the year. Our approach reduces the reliance on traditional upfront commitments, allowing for more strategic and cost-effective advertising. With capabilities like cross-platform campaign management and rapid activation, Simulmedia provides the tools necessary for advertisers to achieve dynamic, data-driven media buying across multiple channels.

As the industry continues to evolve, Simulmedia's innovative solutions ensure advertisers can navigate this new terrain effectively, maximizing reach and impact while maintaining flexibility and control over their advertising investments.

The case for a more holistic advertising approach

During this year's upfronts, many publishers, including Warner Bros. Discovery, showcased their proprietary data-driven solutions, such as the 'Olli' platform, which offers integrated planning, activation, and measurement across its portfolio. A client recently inquired whether 'Olli' competes directly with Simulmedia. Our response highlights a crucial distinction: while 'Olli' and similar platforms provide campaign efficiency, targeting, and cross-platform reach, they inherently limit brands to their media properties. This confinement necessitates that advertisers engage with multiple platforms to fully realize their campaign objectives, leading to increased complexity, fragmented reporting, and potential inefficiencies in ad delivery.

Unlike these publisher-centric solutions, Simulmedia operates across over 250 publishers in TV and CTV, offering a more holistic and efficient approach. Our deep data insights and proprietary algorithms allow us to continuously optimize media allocations to maximize reach, reduce frequency, and lower costs effectively. Our capabilities extend beyond single networks to substantially improve brand impact, ROI, and unified reporting across all media channels.

By leveraging our extensive network and advanced technology, Simulmedia transcends the limitations faced by platforms like 'Olli,' providing advertisers with streamlined campaign management, enhanced cross-media transparency, and superior efficiency. This approach not only simplifies the advertising process but also ensures optimal performance and results across the diverse media landscape.

Charting the Course: Navigate Upfronts 2024 with Confidence and Precision

As the dynamics of the upfronts continue to evolve, Simulmedia remains committed to pioneering the future of media buying with strategies that embrace flexibility, data-driven insights, and cross-platform integration. In a market that increasingly demands more from media investments, our holistic approach ensures advertisers can effectively navigate linear and streaming media complexities.

For advertisers looking to optimize their strategies in this new era, partnering with Simulmedia means access to innovative solutions that transcend traditional limitations and maximize advertising ROI. Ready to enhance your media buying strategy with unparalleled insights and efficiency? Contact Simulmedia today to start transforming your advertising approach for the 2024 upfronts and beyond.


Discover how Upfronts 2024 are reshaping the media landscape. From tech giants entering the fray to evolving advertising strategies, our latest blog dives into the seismic shifts and bold changes that redefine how media is bought and sold. Read now to stay ahead in the dynamic world of media advertising! 🌟 #MediaTrends #Upfronts2024

The Bold Changes of Upfronts 2024 that are Redefining Media

Let's talk television advertising – that ever-shifting terrain where connecting with millennials is an art and a science. It's been a hot minute since our last dive into the millennial TV viewership stats, and, you guessed it, things have shifted. Brace yourself as we lay out the latest stats and strategies, giving you the insider scoop for your advertising ventures in 2024.

Social and Economic Trends Impacting Millennials

Understanding millennials is like deciphering a complex code. According to 

31% of millennials are currently reveling in a satisfying work/life balance, a notable increase from 18% in 2019.

 The cost of living has taken center stage for 42% of millennials in 2023, compared to 36% in 2022.

 A significant 52% of millennials find themselves living paycheck to paycheck, highlighting the financial strains many face.

The hustle is real, with 37% of millennials taking on side jobs for that extra financial cushion.

Remote work has become ingrained in millennial life, with a staggering 75% considering a job change if forced back into a full-time office setting.

With this backdrop in mind, let's delve into the TV habits of millennials, exploring how these dynamics intersect with their viewing preferences.

How Millennials Engage with Connected TV (CTV) and Linear TV

, a formidable 61.5 million millennials have embraced the world of Connected TV (CTV). These digital natives are not just users; they're shaping the landscape, representing approximately half of all CTV viewers.

Millennials also constitute 27.2% share of all connected TV users in 2023, Millennials also boast the 2nd largest CTV user growth rates, with Millennials having increased by 3.3% in 2022, also according to 

Despite the digital revolution, linear TV maintains its enduring appeal. As revealed by 

, 34% of millennials are loyal daily viewers of linear TV. The twist? A staggering 78% of daily TV consumers are juggling at least one video streaming subscription, showcasing the evolving TV consumption patterns.

Now, let's unveil Simulmedia's TV+ platform, a TV analytics powerhouse. At its core is the TV+ Viewership Graph, seamlessly integrating billions of signals from linear, streaming, and future walled gardens. Processing over 2B daily events across 100M+ households, TV+ boasts one of the industry's largest datasets. With integrations with the top OEM and data partners, it provides a comprehensive understanding of viewership behavior. Privacy is paramount, with pseudonymized data and meticulous calibration. Armed with insights from the TV+ Viewership Graph, let's uncover where millennials are tuning in.

With regards to TV households, 21.4 million millennials still find value in linear TV, dedicating a considerable portion of their viewing time to traditional broadcasts. Simultaneously, 26.8 million have embraced the allure of Connected TV, signaling a shift towards digital platforms. It's important to note that these numbers aren't mutually exclusive; many millennial households seamlessly integrate both linear and Connected TV into their viewing habits.

The distribution of cross-channel households among millennials paints a diverse picture of their viewing habits. While 14% of millennial households exclusively adhere to linear TV, cherishing the traditional viewing experience, a significant 31% have fully embraced the digital realm of Connected TV. The majority, a substantial 55%, represent the versatile viewership of millennials, seamlessly integrating both linear and Connected TV into their entertainment repertoire. This intricate blend underscores the importance of a comprehensive advertising strategy that caters to the varied preferences within the millennial demographic landscape.

Millennials spend an average of 3 hours and 38 minutes on ad-supported TV daily. The lion's share, approximately 78% (or 170 minutes), is dedicated to linear TV, while the remaining 22% (about 48 minutes) ventures into ad-supported streaming realms. This may seem counterintuitive considering how much time people are spending on connected TV, but remember that most connected TV consumption still occurs in ad-free environments. The stats above isolate the share of ad-supported connected TV viewing.

Budget Strategies for Effective TV Advertising

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