Key insights:
- The pandemic accelerated consumer shifts to streaming, which should prompt brands to rethink their media mix strategies.
- Flexibility is top of mind for buyers as they enter this year's negotiations.
Just four months ago, the Interactive Advertising Bureau heralded an overhaul of its annual Digital Content NewFronts slate, which it was calling the “new NewFronts.” But the IAB had no idea just how “new” this year’s event would become. In mid-March, Covid-19 shut down the industry, and the annual event went virtual soon after and then was postponed nearly two months, from the week of April 27 to this week, a delay that resulted in a significant overhaul of this year’s lineup.
This story first appeared in the June 22, 2020, issue of Adweek magazine. Click here to subscribe.
