A Sneak Peek at the IRTS Media Marketplace: 2019 Newsmaker Breakfast

This annual breakfast has become the traditional default to get a sneak peek into the inner workings of the Upfront and the overall marketplace coming soon after the pomp and circumstance of the UpfrontNewFront presentations and during the heat of the negotiationsamp160 We recently sat down with Magel to get a quick preview of the panel and delve into his thoughts on why he is so excited to be the one asking versus being askedamp160 He is thrilled about the opportunity to moderate amp160quotI have discovered that I enjoy interviewing folks in particular multiperson panels where I throw out a question and see how each individual answersquot he saidamp160 quotI enjoy moving with that conversationquotWith such important players he also sees this as an extraordinary opportunity to get a real crosssection of opinions of the marketplaceamp160 quotWe have one of the top companies in the addressable space one of the top digitalendemics and one of the top traditionalheritage companies all of whichamp160are clearly evolving in front of our eyesquot he addedamp160 quotEvery one of the different agency leaders are at a place evolving to a different stage of their existence as wellamp160 So that39s excitingquotGiven the makeup of the panel the topic of the Upfront will be top of mind but Magel wants to add breadth and depth to the conversation versus focusing solely on the core supply and demand discussionamp160 He is very interested in how both sides are strategically preparing for a year of potentially massive disruption in consumer viewing habits led by the introduction of several new overthetop services such as Disney WarnerMedia NBCUComcast DiscoveryBBC and others amp160Several of these services will either be nonad supported or limitedad supportedamp160 quotI39m curious about the role that partnering with nonad supported properties will playquot Magel musedamp160 quotLook at what Oreo and Game of Thrones did amp8230 that was a huge promotion facilitated by 360i who brought two of their clients togetheramp160 It was super interestingquotamp160 Oreo partnered with HBO and released a limitededition collection of Oreos with four embossed cookie designs with the insignias of House Lannister House Targaryen House Stark and the Night Kingamp160 The packaging was deep black with Oreo spelled out in Game of Thrones typefaceOther topics that are on deck for the panel include discussions around firstparty data the evolution of GRPs as currencyamp160and the definition of content and how networks plan on continuing to develop more mustwatchnow high reach eventsamp160 quotWhen you and I began in the business the delivery of GRPs was consistentquot Magel saidamp160 quotTodayamp160a 200 GRP schedule might deliver a 50 reach and 40 frequency or a 20 reach with a 100 frequencyquotamp160Magel also is looking forward to delving into the addressable video space specifically how reach can be scaled and managed and what the Upfront means to an addressable companyIn prepping for the IRTS event he gives credit to his predecessor in the quothot seatquot industryamp160thought leader and forecasteramp160Jack Myers who has held the role of moderator of the panel for several yearsamp160 quotJack has done a great job of balancing the conversation with buyers and sellers at this panel over the yearsquot he saidamp160 Now Magel gets the honor and challenge of delivering insights from players that will clearly have varied opinions about today39s media marketplaceNo doubt the panel promises to be informative multilayered and lively given the players involvedClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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A Sneak Peek at the IRTS Media Marketplace: 2019 Newsmaker Breakfast

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Jeff Minsky

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A Sneak Peek at the IRTS Media Marketplace: 2019 Newsmaker Breakfast

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