A report from iSpot highlights that nearly half of marketers consider business outcomes critical in media negotiations, with shifts noted towards streaming and social media during Upfronts. This indicates a growing focus on demonstrable ROI for advertising spend.
Marketers are pushing more of their media negotiations toward measurable business outcomes, not just reach or delivery. That raises pressure on streaming and social platforms to show performance tied to ad spend, especially during Upfronts. iSpot’s report places streaming and social media in the same shift, which matters for how sellers package inventory and prove value. Watch for how often future Upfront coverage centers on business outcomes and ROI language rather than traditional audience metrics.
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