While some see the fragmentation of video viewing across platforms and devices as a challenge to be overcome, what if it also a strategic opportunity for advertisers?
For some, “fragmentation” means “precision”, allowing brands to reach consumers in more precisely targeted ways, creating opportunities for both broad reach and culturally relevant engagement through creators and influencers.
in this video interview with Beet.TV, Jessie Schwartzfarb, EVP, head of video investment, dentsu, said she sees this week’s NewFronts presentations as embodying that “perfect opportunity to see what all those opportunities are and be able to see how they fit together”.
Unified fronts?
Schwartzfarb sees the traditional distinctions between the NewFronts and the Upfronts continuing to blur. “I think we’ve been moving closer to that unified marketplace year after year,” she said, citing Google, Amazon, and Netflix taking space in the Upfronts a few years ago as an early indicator.
“Now we’re seeing that our more traditional partners are having their more digitally focused opportunities, like with Fox [and] with Tubi, [who] have a NewFront presentation during NewFront weeks,” Schwartzfarb observed.
TV’s traditional Upfronts, a showcase in which TV programmers pitch their roster of content and capabilities, is held May 12 to 16. IAB NewFronts, a showcase of the latest digital video content and innovations, were held May 5 to 8 in New York, with presentations from TikTok, Tubi, Vizio, Google and a host more.
Schwartzfarb noted the shrinking gap between the two event weeks, which are “right up against each other this year,” as “just another big sign that we are moving towards that holistic NewFront/Upfront opportunity, and we need to”.
Dentsu keen on shoppable video opportunities
Dentsu is focused on “Maximizing Customer Moments with Shoppable Media,” as a recent company blog post put it.
Shoppable video is rapidly evolving beyond experimental status into a mainstream advertising strategy, according to Schwartzfarb.
“I think shoppable video is really not just a moment right now, it’s a movement,” she said. “We’ve seen most of our major partners have shoppable opportunities to lean into, whether it’s in the linear landscape, whether it’s the digital landscape, whether it’s the social landscape.”
The global video commerce market supports this assessment, with ResearchAndMarkets.com projections showing growth from approximately $695 billion in 2023 to an estimated $3.7 trillion by 2029, representing a compound annual growth rate of about 32% during that period.
Factors needed for fast-forward
However, for shoppable video to reach its full potential, Schwartzfarb identified several critical requirements that must be addressed.
“We need to make sure that (we have) precise audience modeling to make sure that we can understand the audience. We want to make sure that, from a creative standpoint, that we’re building the right creative that’s going to reach the right audience,” Schwartzfarb said.
Measurement represents another crucial factor, with Schwartzfarb emphasizing the need for “interoperability with the opportunities and the client to make sure that we can bring those together, measure them, optimize them in real time.”
You’re watching Beet.TV coverage of the 2025 IAB NewFronts. For more videos from this series, please visit this page.
