This Future of TV Briefing covers the latest in streaming and TV for Digiday+ members and is distributed over email every Wednesday at 10 a.m. ET. More from the series →This week’s Future of TV Briefing looks at how AMC Global Media, Disney, Paramount, TelevisaUnivision and Warner Bros. Discovery are combining their linear TV and streaming inventory for ad sales.
Flexibility isn’t the only f-word being flung around in this year’s upfront.
“Fluidity” is one way that companies including AMC Global Media, Disney, Paramount, TelevisaUnivision and Warner Bros. Discovery are able to offer flexibility to upfront advertisers. Rather than treating their traditional TV and streaming ad inventory in separate silos, the sellers are able to pool them together so that ads – and ad dollars – can move fluidly across their respective portfolios.
To be clear, fluidity – otherwise referred to as “converged” – is not a new practice. But it’s taking on greater importance in this year’s upfront.
“We really believe in fluidity this year to maximize the delivery of whether it’s a traditional linear campaign or a converged campaign that’s cross platform to solve the challenge that we find advertisers have of not reaching full delivery of their campaign,” said Evan Adlman, evp of commercial sales and revenue operations at AMC Global Media.
