At a time when TV networks’ programming plans are on the ropes, is there an opportunity for ad buyers to rebalance the relationship between buy side and sell side?<\/p>\n
We have already seen the annual upfront TV ad sales season delayed, and a new call for a further delay plus significant reform, as advertisers and agencies grapple with the realities of limited spending visibility and a poorer content roster.<\/p>\n
In this video interview with Beet.TV, Cara Lewis<\/a>, EVP for video investment at Amplifi USA<\/a>, the innovation and investment arm of Dentsu Aegis Network, says, at a time of adaptability, she is searching for change.<\/p>\n “We need flexibility and we need that more than ever because there’s so many still unknowns,” Lewis says.<\/p>\n “We want to get the best pricing obviously, but we also want to get the best content.<\/p>\n “Content being so unknown and sports (programming) being so unknown, it’s definitely on top of mind … clients have to have the flexibility and they want to have the time to be able to make these really large decisions.<\/p>\n “If we can’t advertise, then the networks don’t have our money if we are in a client in the future.”<\/p>\n The traditional TV UpFronts events have been cancelled or have gone virtual. Negotiating in this climate has proven challenging to the nation\u2019s marketers as they assess TV ad investment.<\/p>\nFlexibility needed<\/h2>\n
Personalization rises<\/h2>\n