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 this year’s upfront sets up for outcome-based buying in future upfronts.
Outcome-based buying isn’t coming into the upfront this year, but this could be the year that brings outcome-based buying into the upfront in the coming years.
“I think it’s an iterative process over the next couple of years. I think both the sell side and the buy side have to get a little bit more comfortable with the outcomes and understand them a bit more. It will eventually likely be a currency that we can actually transact upon as the primary currency. But I think we have a little ways to go before that happens,” said Robert Voltaggio, president of advertising sales at Warner Bros. Discovery.
Case in point: Paramount has been testing an ad product called Precision+ “that allows brands to come in and deliver against a specific conversion outcome, whether it’s qualified leads or visits to a website or registrations on a website,” said Leo O’Connor, evp of streaming at Paramount’s advertising division. The company isn’t charging advertisers based on the outcomes Precision+ delivers, though.
