This Media Buying Briefing covers the latest in agency news and media buying for Digiday+ members and is distributed over email every Monday at 10 a.m. ET. More from the series →This briefing is made available to all Digiday readers through a partnership with sponsor DirecTV Advertising.Outcome. Defined as “the final result, consequence, or end product of a process, action, situation, or series of events.” It’s a perfect word to describe the hopes of sellers and marketers in this upfront marketplace, who through their agencies want to get to that holy land — embodied as the latest buzzword in media planning and buying.
With upfront season officially kicked off and in gear, outcomes are a major goal of the deals that will get struck over the coming weeks and possibly months. (According to five investment executives and consultants reached for this story, no actual upfront deals have been struck yet, at press time.) Outcomes-based deals move the broader video landscape from buying audiences generally to finding ways to prove that the advertising purchased had an affect on the consumers reached.
“Premium content is being redefined around outcomes, not just scale,” said Jessie Schwartzfarb, evp and head of video investment at Dentsu. “Premium IP is going to continue to remain central, but making those high attention environments more measurable and optimizable is a key message that we saw … Premium media must now deliver cultural impact, but it also has to deliver business results. You can’t just be one or the other.”
