Cross-Platform Deals Give Early Start To The Upfront

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While there are still three months to go before the annual television upfront buying period kicks off, the upfront market for cross-platform selling is going on right now, as agencies and their clients are meeting with special network sales teams to come up with creative ways to spend advertising dollars beyond traditional 30-second TV spots.

“We’re busy right now because of the lead time it takes to come up with comprehensive and creative ways for advertisers to meet their goals,” said Bill Bund, evp of sales at ABC, who also heads Disney/ABC Unlimited, the company’s cross-platform sales unit.

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