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This builds upon the platform鈥檚 announcements at NewFronts. The integration comes at a crucial time, as TikTok will reach 117.9 million US users in 2025, per our forecast. Why it matters: Cross-platform performance has become an imperative in today's fragmented media landscape鈥攁nd measurement is the top 2025 priority for US marketers by a large margin (see chart).

Reels remain a massive priority for the company, as they were heavily discussed during its NewFronts presentation this year. This makes sense considering the possibility of a TikTok ban. Still, Meta is working to emphasize video as a whole instead of focusing on short-form content.

On May 2, 2023鈥攐ne day after the NewFronts kicked off, and less than two weeks before the start of the TV upfronts鈥攖he Writers Guild of America (WGA) began a labor strike.

This move, explained during the 2023 IAB NewFronts, could expand the purchase funnel for Shorts and create an opening for the product to move to bigger screens (see below). YouTube rolled out Shorts for its smart TV app in November 2022. This positions Shorts as a product that goes beyond its smartphone base to reach users on the biggest screen in the house.

Upfronts and NewFronts feel like they鈥檙e merging into one. 鈥淭he lines are just so blurred,鈥� said Verna. To eliminate redundancies鈥攍ike between a Peacock NewFront and a NBCU upfront or a Hulu NewFront and a Walt Disney Co. upfront, for example鈥攎any companies are combining their events.

As upfront linear ad spend declines, US upfront/NewFront digital video ad spend is on the rise. US upfront/NewFront digital video ad spend will increase by 37.3% to reach $18.61 billion, per our May 2024 forecast.

It鈥檚 worth noting that TikTok is spending much of its time touting the same things that chief competitor Meta emphasized at its recent NewFronts event: creators and AI. Because of that, execution will be key to differentiation.

Meta and TikTok vie over ad dollars at NewFronts with new formats and offerings. The keys to reaching Gen Z on social media, streaming platforms. Mobile AR is already a serious moneymaker. Yesterday鈥檚 Chart of the Day: Facebook smart.

By blending traditional upfront presentations with the innovative spirit of the NewFronts, Amazon is aggressively looking to make its presence felt in digital and streaming media advertising. We鈥檝e already said Prime Video鈥檚 ad tier would boost CTV ad spending and challenge traditional TV marketing; Amazon鈥檚 move to the Upfronts will accelerate this shift.

Upfronts and NewFronts have been less divided as the streaming players that once frequented NewFronts have become some of the bigger presentations at upfronts. 鈥淢ost money鈥檚 still going to go to traditional television,鈥� said Benes. But digital is no longer an afterthought as advertisers take streaming more seriously.

Short-video platforms will take center stage at this year鈥檚 Interactive Advertising Bureau NewFronts. Meta and YouTube will try to convince video advertisers to shift budget away from TikTok, and TikTok will try to defend its business in the face of a potential ban in the US. Here鈥檚 what video advertisers need to know.

Nielsen鈥檚 2024 Upfronts/NewFronts Guide revealed that, as of November 2023, more than 18% of US TV households had at least one TV set enabled to receive free, broadcast programming. However, most households complement their OTA access with content they can access from other sources. The use of OTA devices highlights TV audiences鈥� ongoing engagement with traditional, linear programming.

YouTube makes a bid for Shorts ad dollars at NewFronts. TikTok鈥檚 new ad product splits revenues 50% with publishers. FTC proposes ban on Facebook monetizing children鈥檚 data. Yesterday鈥檚 Chart of the Day: Ad targeting practice.

YouTube makes a bid for Shorts ad dollars at NewFronts. Why marketers are leaning into attention vs. viewability metrics. The keys to reaching Gen Z on social media, streaming platforms. Yesterday鈥檚 Chart of the Day: Something old, something resold.

For more media planning insights, download Nielsen鈥檚 鈥淭he Next Frontier: Your Guide to the 2024鈥�2025 Upfronts NewFronts Planning Season.鈥�.

Several streaming services announced QR code-based shoppable marketing features at NewFronts just this month. Our take: The early days of the ongoing AI boom looked a lot like the metaverse boom of the previous two years, with executives and techies promising world-changing outcomes from the fledgling tech.

Discovery and Netflix came into upfronts and newfronts with guns blazing, cranking up CPMs overall. But now, the industry is adjusting to a new normal. With inflation steadily falling and the cost per ad decreasing, some of the advertising spending that was staunched in the second half of last year may return.

Meta, Snap, and YouTube unveil short-video ad formats at NewFronts. But do they stand up to TikTok? Yesterday鈥檚 Chart of the Day: Amazon vs. everyone.

Coverage of the TV upfronts and NewFronts season, including updates to our upfront spending forecast package. Sources. Alphabet. Ampere Analysis. Digiday. FX Networks. The Information.

Meta debuted even more generative AI tools at its NewFronts presentation last week. Those tools are centered on recommending creators and influencers that best align with a brand or product鈥檚 advertising goals on Facebook, Instagram, and Reels. Other existing AI advertising products from Meta include the ability to reformat ads across Meta鈥檚 ecosystem of social platforms.

The company introduced new AI-driven ads at NewFronts earlier this month. These spots are worth checking out because they offer insight into what AI chat search ads could look like. Listen to the full episode. This was originally featured in the eMarketer Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

The real showdown between short-form apps will take place in early May during Newfronts. Meta, TikTok, and YouTube will all present and attempt to woo advertisers into spending with them. While TikTok鈥檚 presentation will have hefty baggage to overcome, Meta and YouTube have a simple proposition: The government doesn鈥檛 want to ban us.

US upfront/NewFront digital video ad spend will rise 37.3% this year to reach $18.61 billion, per our forecast. That shows media buyers are still planning ahead, even as viewers move away from linear. 鈥淏uying upfront became popular with linear TV, but that old-school sales tactic has become common in digital video, podcasts, video games, and is even emerging in retail media,鈥� said Benes.

New ads: Snap CEO Evan Spiegel announced at NewFronts that it would open up Spotlight ads. These have been in testing for over a year, and are created via Snapchat Ads Manager. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

We expect upfront CTV ad spending growth this year tied to the upfronts and NewFronts to be 28.5%, slightly lower than last year鈥檚 growth, and far lower than 2020 and 2021 (see chart below). Our take: It鈥檚 impossible to know how long the WGA strike will last. Some indicators are that it could go longer than the 2007鈥�08 strike, which lasted 100 days.