Playboy will be attending for the first time, joining the likes of old-timers such as Yahoo, AOL, YouTube and Hulu, which have been attempting to form some kind of digital buyers marketplace since 2009.
Consultant Michael Kassan of MediaLink, who works with almost 80 percent of the participants, tells On the Money that the face-off between digital and traditional TV players is disappearing, partly because their products are all viewed as video.
“Everyone is going to talk about premium content,” he says. But the conundrum is who’s got what is really thought of as premium? Surely, Amazon and Netflix can lay claim to that title, but they’re not selling any ads. “The friction here is around who owns premium content. He who creates it, owns it,” he adds.
The TV upfront is also expected to be vibrant this year, so there will be enough money sloshing around for everyone to come away happy, even with some suggesting the ad dollars are moving back to TV.
eMarketer predicts digital video ad spending in the US this year will hit $9.6 billion, which is a small slice of the $70 billion that is spent on TV. Still it predicts that figure will hit $17 billion in 2020.