During last week’s CBS upfront presentation, network president Les Moonves took a few jabs at the recent Digital Content Newfronts, questioning whether digital companies have the chops to develop hits in the long term. He implied that the digital video presentations were little more than a load of hooey. But media buyers and planners don’t appear to agree with Moonves.
Heading into the Digital Newfronts, buyers want gross ratings points and advertisers want better technology to zap fraud. Scott Ferris, general manager for TV and video advertising group at Microsoft, talks about the biggest issues in online video, why the Newfronts are valuable and what buyers don’t want to see in presentations.