WTF is the TV upfront?

For as archaic as the upfront would appear to be — having originated in the era of black-and-white TV — the annual TV advertising negotiation cycle has become, if anything, even more vital. May 16, 2022 For as instrumental as the upfront is to the TV advertising marketplace, it can be somewhat enigmatic. So the upfront refers to the cycle each year when TV networks present their upcoming lineups of shows and advertisers throw their wallets at them? Pretty much yeah, but also no. [In this piece](, we pose the question: WTF is the TV upfront? Additional coverage: - Gaming and esports company Enthusiast Gaming acquired the dormant esports media brand Upcomer, with plans to turn it into a leading esports news publication. But bumps in the road led to mass layoffs that have reshaped the brand. [Here’s a look at what happened](. - Not content with competing for major honors in the world of football, English juggernaut club Manchester City wants [to do the same in esports](. - Omnicom Media Group [created a metric designed]( to help brands calculate where and when to redirect media spend due to supply chain issues they face — rather than just putting a halt on spend when there’s a supply crunch. Digiday Media Presents: Commerce Week Today marks the beginning of Digiday Media Presents: Commerce Week – a series of virtual events, in-person gatherings and special coverage taking place across Digiday, Glossy and Modern Retail. Throughout the week, we’ll keep you up to date on the key takeaways and ways you can join. Here’s some of what’s coming up: - Digiday’s Commerce for Publishers Forum will bring together leaders from BuzzFeed, Vox Media and Vice virtually to learn how they’re driving revenue from affiliate, brand partnerships and even proprietary merchandise. [RSVP for free here](. - Glossy just released their [Glossy Annual Report 2022]( which examines the state and future of beauty brand distribution and provides brands with the intelligence needed to shape marketing and merchandise planning. - At today’s [Glossy E-Commerce Forum](, execs from Ulta Beauty, Intermix, Peace Out Skincare and more will share actionable insights into how they’re winning customers, driving sales and rethinking the “omnichannel” concept. - Tomorrow: Modern Retail will host an exclusive panel with Neighborhood Goods in New York City to unpack how curation has evolved and the ways brands are trying to stand out. [Learn more here](. - At Wednesday’s Modern Retail Omnichannel Forum, we’ll be joined virtually by leaders from Vuori, Touchland and more for insight into how they’re acquiring customers. [RSVP for free here](. Other things to know about - Join InMarket and Digiday in NYC as we bring together advertisers and agencies to discuss the strategies that have emerged from the new shopping journey in the first half of 2022. [Apply to attend](. - The love for all things virtual is [giving rise to an ever-lasting, cross-generational entertainment heirloom](, as parents pass down the shows and movies they love to their children. Sponsored by WarnerMedia. - To deliver the robust viewer and audience engagement crucial to CTV, marketers are [using creative refresh to ensure video ads resonate with target audiences](. Sponsored by MNTN. Top Stories [Business of TV]( [WTF is the TV upfront?]( For as archaic as the upfront would appear to be — having originated in the era of black-and-white TV — the annual TV advertising negotiation cycle has become, if anything, even more vital. howdy! [Gaming & Esports]( [How the layoffs at Upcomer show the challenges of public ownership in esports media]( Enthusiast’s lack of a seemingly cohesive strategy for Upcomer is a reflection of the broader challenges it faces as a gaming and esports holding company that is, at the moment, one of the few publicly traded firms in the industry. [Sponsored by Kerv]( [How one brand used video to engage consumers]( Marketers are seeking engaging approaches that invite consumers to interact with brands more directly, making those engagements more memorable. Advertisement howdy! [Gaming & Esports]( ['A lot of investment and commitment': Manchester City ramps up esports efforts]( Early forays from football teams into esports were conservative to say the least, opting to stay close to football and focus on competitive events for the Fifa football series. [Sponsored by Daily Motion]( [How well-categorized video is driving contextually relevant ads]( Video-level data is powering contextual advertising, enabling brands to serve relevant ads without the need for third-party cookies. howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Media Buying Briefing: Omnicom Media Group tackles supply-chain challenges for its clients]( The media agency network created a metric designed to help brands calculate where and when to redirect media spend as a result of supply chain issues they face — rather than just putting a halt on spend when there’s a supply crunch. Advertisement [Sponsored by MNTN]( [Media buying and measurement are transforming the way marketers approach CTV]( CTV advertisers are becoming more strategic with their ad buys, developing increasingly audience-forward approaches to find success in the space. howdy! [Audio Anywhere]( [The Rundown: Podcast production companies and platforms pitch diverse audiences and ad targeting improvements at IAB’s Podcast Upfront]( The three-day podcast-focused event highlighted improvements in dynamic ad insertion, machine learning and diversity of creators, content and audiences. howdy! [Video Anywhere]( [How Blue Apron meal kit is revamping its marketing strategy with digital video]( Returning to advertising after two years, DTC Blue Apron is diversifying its media spend with video advertising to boost brand awareness. [All Latest Stories]( [Modern Newsroom]( [With the return of travel, Condé Nast Traveler puts its new global team to the test]( Condé Nast Traveler's global network of editors and writers are able to use their regional expertise to cover the travel industry closer than ever. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). 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