In-Content Ads Are Having a Moment—Brands Will Need to Make Smart Investments

BEN's Erin Schmidt on how to message and measure integrations following this year's NewFronts and upfronts

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Whether it was traditional media powerhouse NBCU, technology behemoth Amazon or living room stalwart Roku, nearly every presentation at this year’s NewFronts spent more time on ways for marketers to get inside the content than on the 30-second spots that surround it. And at this year’s upfronts, the emphasis shifted from the industry’s typical cavalcade of fall show sizzle reels to detailed discussions of shoppable moments within TV content.

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