Eric Korsh - Why You Should Invite the Digital Guys to Your Upfront

DIGITAS PERSPECTIVE May 2012 Why You Should Invite The Digital Guys To Your Upfront Many of the conversations around the Digital Content Newfronts and the television Upfronts have been framed as a zero sum game: you’re either focused on TV or you’re focused on digital. Too little dialogue acknowledges the symbiotic relationship between t he two. Even for TV’s own digital properties, the Upfront deals focus first on locking in broadcast assets, with digital assets designated to “player to be named later” status, often handled without thoughtful input from experts in that field. Brands wind up buying ad space on T V without locking in the valuable, complementary assets at the time, thus diminishing the future negotiating leverage and, more importantly, the creative connection between the two. The truth is that a closer collaboration between TV and digital creates more media value for everyone involved – the whole becomes greater than the sum of its parts. B y working together, offline and online teams can be more cost efficient with more effective creative. It’s a win-win for consumers, brands, TV networks, and content creators. Here’s how: The first one’s obvious: the consumers – the audience – benefit because they get more quality content available in more places at their convenience. Think about Bravo. The network created digital content that had critical linear cable storytelling impact for Top Chef. Through the web series Last Chance Kitch en, the network gave eliminated chefs a second chance to come back to Top Chef. These were storylines that lived only online throughout the season, but also affected the TV series episodically. And it was done in a way that enhanced the overall consumer experience of the TV content – without devaluing that traditional experience for those u ninterested in the digital content. That said, it took brand funding from Toyota to bring this content to life. Which brings us to: Don’t just think about display advertising online on series or network websites. Advertisers are better able to engage a dedicated audience through custom companion content versus adding impressions against the same TV audience that they have already paid for. Companion digital content lets brands create a deeper relationship with consumers – a relationship that is more measurable and thus more valuable. The digitization of Fantasy Football is a perfect example – in addition to tremendous reach via broadcast, brands can provide rabid fans all kinds of custom digital content that provides hours of engagement in between games. And while the digital side is more measur able than the partner TV buy (again, another benefit for advertisers), both parties work together to form an entire experience, a nd are most effective when developed together creatively. Television networks have a great stake in the upfronts, but they too benefit from a closer relationship with digital partners. As with advertisers, digital content all ows the networks to get more and better data about their viewers.

Eric Korsh - Why You Should Invite the Digital Guys to Your Upfront

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