Rapid Response: NewFronts and Upfronts 2023, developments in streaming, diversity, sports, ads, and metrics

Welcome to your monthly Rapid Response newsletter

This LinkedIn newsletter provides exclusive insight into OMD's internal Rapid Response series, created by OMD Worldwide 's Managing Director of Product, Jean-Paul Edwards . 

This month Jean-Paul is joined by Robert Knapp , Managing Director, Client Investment-Activation Lead, OMD USA , to give an overview of NewFronts and Upfronts of 2023, navigating developments, measurement, and technology.

The #NewFronts and #Upfronts 2023 bookended the media calendar for May. They are US events but illustrate many trends seen in global media markets.

Both events were marked by the persistent voice of the Writers Guild of America (WGA) and uncertainty over its impact on current and future programming. The presentations at both events heavily focused on showcasing new and ongoing content, streaming, and developments in diversity, sports, and metrics. 

Streaming and sports

Streaming was the dominant trend noted throughout the events. The rise of FAST (Free Ad-Supported Streaming Television) was notable throughout both events, with media companies investing in exclusive content and new interfaces to differentiate their FAST channels from competitors.

Sports events continue to transition to streaming platforms as linear TV viewership declines. Many platforms are improving the advertising experience for viewers by launching new ad formats and custom targeting options, enabling advertisers to reach their target audience more effectively based on demographics, location, and interests.

• Roku introduced its "Discovery Experiences," which will curate sports and other content on the home screen.
• Yahoo Sports announced they are entering the sports betting world by acquiring Wagr.
• Peacock noted that they would block off time during live sporting events that companies can tap into.

DEI in the media and cost-conscious generations

Trends towards free, ad-supported content continued to dominate the event as advertisers looked to court Gen Z and Millennials and appeal to users actively looking to reduce their number of active subscriptions.

There was also a growing emphasis on cultural connections, diversity, equality, and inclusion in the media industry, with many media companies increasingly partnering with #influencers and #creators to reflect diverse voices and perspectives. CREO, Omnicom 's influencer network connected with OMNI, enables teams to unite influences and diverse talent to create data-driven, innovative collaborations for brands.

New ad formats and new measurement

New ad formats continue to launch, with Snapchat announcing new ads such as Spotlight Ad and First Story. AI is also expected to play a more significant role in the media industry in the coming years.

Measurement challenges persist as connected TV (CTV) and streaming platforms gain popularity, and traditional measurements need to be more effective, forcing new methods to measure viewership and engagement accurately. Companies such as Amazon, Peacock, Roku, Innovid, and LG presented their propriety of "clean rooms" and partnerships for better measurement solutions.

The 2023 Upfront presentations witnessed a significant shift in audience measurement methods, with approximately 29% of Upfront purchases expected to be processed using alternative currencies.

This year's NewFronts and Upfronts clearly illustrate the drivers of change in AV as streaming goes mainstream with innovation in influencer economies, diversity, (e)sports, ad formats, and measurement. Increasingly driving effectiveness in years to come.

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