Another season of primetime television buying is nearing it’s end. The TV upfronts are a stable of the television sales cycle that help keep the billions of dollars of ad spending flowing in consistently. The NewFronts, originally started by Digitas have now grown tremendously and have provided web video networks including Hulu, YouTube and Blip show off their new content. While the NewFronts continue to grow each year, their effectiveness in selling a non-linear slate of web content has always been in question. Blip, one of the largest web video networks participated in the NewFronts for the first time and also invested in traditional media to get the word out. We interviewed Blip CEO Kelly Day and President, Sales & Marketing, Jason Krebs about their big year.
LR: Why do the NewFronts happen at the same time as the upfronts? What did Blip do for the NewFronts?
Day: The subways ads were our first traditional media brand campaign and we were really pleased with the brand feedback. We had a large number of fans tell us how much they loved the ads and post their pictures at #blipspotting. We will continue to experiment with a variety of media as part of our ongoing efforts to connect audiences with shows they will love.
LR: As someone who’s been involved in traditional TV and the web world, what’s stopping web video from standardizing the sales process as much as traditional TV has?
Krebs: The fact is that the each side of the sales process is learning from eachother. Digital video capitalizes on a lean forward aspect for content consumption and unique targeting, integration and engagement opportunities. Those are now becoming techniques traditional TV is employing. Also largely unreported are the amount of overlay type advertising TV is using, which of course came straight from digital heritage. On the tv side, there is basically a calendar neutral perspective for show releases which is a substantial break from the broadcast calendar that has been typical for so long. Also the buyers are getting better at executing across both platforms simultaneously which is a great advancement that will benefit everyone.
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