The news: Digital platforms are gearing up for the 2023 IAB Newfronts that will take place from May 1–4, where they will work to woo advertisers who are significantly reducing advertising spending in the face of higher interest rates, increased privacy regulation, and attribution issues across digital media.
The big (short) hitters: Short-form video will likely dominate Newfronts, with TikTok, Meta, and YouTube all set to present. TikTok will have to convince advertisers to back it in its shaky state, while Meta and YouTube Shorts have an easier selling point: They aren’t under threat of a ban.
Another social platform that finds itself on the downswing coming into Newfronts is Snap, which has struggled since mid-last year when its ad revenues began to decline and has yet to find its place in the short-form video world.
Streamers take Newfronts: Most TV networks and streaming services are focused on Upfronts, but Peacock and Roku will present at Newfronts this year as both services face significant challenges.
Our take: TikTok will have to reassure advertisers that it’s still a platform worth investing in at Newfronts, while Meta and YouTube will position themselves as the safer alternative with growing viewership.
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