It’s that time of year again – Upfront season – the last bastion of old TV buying. While advertisers lock in some of the best rates for audience reach, these type of buys come at a price: a lack of flexibility and control.
For advertisers that use TV for brand awareness, Upfronts make a lot of sense. But for those that leverage TV as a performance-marketing channel, these buys are problematic, as there is no way to optimize for performance. With an Upfront buy, a brand might get a guaranteed 10 million viewers any time its spot airs, but it doesn’t mean those viewers will respond.
Where Upfront buyers can get flexibility and control is with make-goods – the inventory offered to advertisers when spots don’t reach the agreed-upon number of viewers.
In our latest “Ad Break” webinar, we spoke to Kevin O’Reilly, TVSquared’s Chief Strategy Officer, about how to “make good” on make-good buys. Learn about the negotiation, measurement and optimization tactics needed to ensure make-goods bring maximum value to your brand.