Hulu, Condé Nast, Roku and YouTube Execs on Being Flexible With Marketers During Pandemic

Plus, what next year's NewFronts event might look like

a computer screen saying 2020 NewFronts
Viewers' accelerated migration from linear to streaming is top of mind as the 2020 NewFronts begin. IAB, Unsplash
Headshot of Jason Lynch

As the delayed 2020 Digital Content NewFronts finally arrive today in their new virtual format, Adweek assembled its annual NewFronts roundtable to discuss this wild year.

Several industry execs weighed in on many of the marketplace’s biggest issues going into NewFronts, including Jim Keller, vp of national ad sales at Hulu; Pamela Drucker Mann, global chief revenue officer and president of U.S. revenue at Condé Nast; Scott Rosenberg, svp and general manager of platforms at Roku; and Tara Walpert Levy, vp of agency and brand solutions at Google and YouTube.

You can read the entire roundtable here, but two topics stood out: how Covid-19 has accelerated the migration from linear to streaming, and marketers’ need for increased flexibility in this year’s negotiations.

In this video, the execs talk about the dramatic shifts in viewership over the past several months, and how that provides new opportunities for marketers:

Editor: Breana Mallamaci

And as upfront/NewFronts talks get underway, the biggest ask most of these companies are hearing from brands and agencies is for increased flexibility in their deals, given the continued economic uncertainties as the pandemic continues. As Drucker Mann noted, “We’re asking marketers to commit a year ahead, when they don’t even know what’s happening next week.” Here’s more about what these companies are doing to adapt to the shifting landscape:

Editor: Breana Mallamaci

Another question on the minds of NewFronts attendees is what format the 2021 NewFronts will take: Will it be back to a traditional in-person event, all-virtual like this year or something in-between? Here’s what IAB president David Cohen thinks will happen:

Editor: Breana Mallamaci

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.