Newfronts Attendees Expect More Dollars to Go from TV to Digital
The Interactive Advertising Bureau released the results of its “Digital Content Newfronts Attendee Survey” today, in which it found that 70% of buyers who attended the weeklong series of events expect more TV dollars to shift to digital over the next year. Among ad buyers responsible for multiple media platforms, 64% expect “TV Plus Digital Video” investments to increase over the coming year.
The IAB reports that the Newfronts positively influenced attendees, with 33% of buy-side respondents indicating that the Newfronts influenced them to view digital video ad buys in a positive light. The report suggests that 78% of them even walked away with at least one new business opportunity for their company or a client.
As for how to improve next year’s version of the Newfronts, 74% of respondents on the buy-side indicated that they’d prefer shorter events and 63% want an app with schedules and relevant info.
A couple of important things to point out: the study collected 136 responses from people who attended at least one Newfront event in late April/early May — which means you should look at these numbers as a guidance rather than representative of the entire ad-buying universe.
Also, a major point of the Newfronts is to bring TV dollars to online video (or media, if you look at this past year’s Newfront lineup). According to the IAB survey, only 1% of buy-side respondents oversee traditional/TV advertising only. A majority (63%) have some sort of decision-making role in both traditional and digital advertising, and 36% oversee digital advertising only. So there is still some ground to cover for the Newfronts to get the attention of the deep-pocketed TV buyers.
Tags: buy-side newfront attendees, Digital Content Newfronts, Digital Content NewFronts Attendee Survey, digital newfronts, IAB, IAB NewFronts, newfront attendees, newfronts