Forget fluff. This year’s Upfronts and NewFronts were a masterclass in how fast the media game is changing. And if marketers don’t catch up, they’ll get left behind.
So, let’s break it down: Here’s what’s really going on, why it matters, and what we’re doing right now.
Recession? Flip the Script.
Sure, economic uncertainty is still in the air. Budgets are tighter. Brands are cautious. But that just means the bold have more room to move.
With lower CPMs (outside of sports) and looser contract terms, this is a buyer’s market. Many brands are scaling back—which gives savvy marketers leverage to scale smarter.
What We’re Doing About It
The brands that reframe risk as opportunity will win this cycle—and the next. Our experts will be:
- Leaning into scatter buys and negotiating for the best value.
- Playing the buyer’s market to our advantage with flexible terms and opportunistic spend.
Video Isn’t Just King. It’s the Entire Kingdom.
Video isn’t a tactic. It’s the foundation. And in 2025, it’s everywhere—CTV, TikTok, YouTube Shorts, Reels, Twitch, and more.
Here’s what’s interesting: video attention is up, but overall attention to media is fragmented, fleeting, and screen-jumping. If your media strategy isn’t surgical, you’re burning budget.
What We’re Doing About It
Remember: your video doesn’t need to be everywhere. It needs to be unmissable where it counts. Our experts will be:
- Auditing video strategy across platforms.
- Prioritizing ad-supported environments and CTV investment for scalable, cost-efficient reach.
- Balancing direct and programmatic spend to align with media performance goals.
Live Takes the Spotlight
It’s clear: the hottest thing on every platform is live.
From and unscripted formats to franchise-fueled fan-fests, platforms are stacking the deck with content that drives real-time fandom and cultural traction.
Live sports is the hottest ticket—inventory is moving fast, so it’s a seller’s market. Amazon’s Thursday Night Football, YouTube’s docuseries, Disney+’s all-female sports show—this isn’t filler content. It’s appointment viewing for the digital era.
Live events aren’t just ad placements—they’re branding vehicles. With loyal audiences and cultural cachet, they offer high-impact engagement across screens.
What We’re Doing About It
Live content is where performance and presence collide. Our experts will be:
- Integrating live moments into the media mix.
- Exploring custom partnerships, product placements, and sponsorships for enhanced audience connection.
- Establishing cross-platform touchpoints to boost reach and cultural impact.
AI is Here—and It’s Selling
AI is reshaping how content and advertising collide.
Platforms like Amazon, Netflix, Google, and TikTok are rolling out AI-powered placements that align your brand with trending content, context-aware inventory, and hyper-relevant audiences—in real time.
Shoppable formats are scaling fast, too. New integrations let consumers move from “watching” to “buying” without missing a beat.
What We’re Doing About It
When your media responds in real time, your ROI can too. Our experts will be:
- Testing AI-matched creative that flexes to content, not just audiences.
- Experimenting with shoppable ad formats across video and social.
- Adapting creative workflows to align with dynamic content environments.
Attention Is the New CPM
Impressions are cheap. Attention is expensive—and worth every penny.
In 2025, platforms are no longer focused on selling visibility. They’re selling verified engagement. Tools like Adelaide’s AU score (now integrated into multiple DSPs) let advertisers buy only the impressions that meet a real attention threshold.
This turns attention into a transactional metric, not just a nice-to-have. And it changes everything.
What We’re Doing About It
It’s time to start optimizing for what sticks. Our experts will be:
- Using attention as a planning and optimization signal across video, CTV, and display.
- Buying media based on attention thresholds, not just impressions or viewability.
Final Word: Stop Watching. Start Acting.
2025’s Upfronts and Newfronts made one thing clear: Platforms are moving fast. If you’re still clinging to last year’s playbook—passive impressions, one-size-fits-all creative—you’re not just behind. You’re invisible.
But if you’re ready to experiment, optimize, and lean into this new media reality? There’s never been a better time to make bold moves. And at Ovative? We live for bold. Connect with our experts, and let’s get started.
