A noteworthy installment from Cory Treffiletti on his MediaPost board yesterday.
I wrote on the topic of media futures several several times and in detail in my past life at Brand.net (the pioneer in this area), so nothing new for me in Cory’s piece. But it is nice to see more and more folks coming around to recognize the need for and value of a futures market for digital advertising.
I specify “digital” advertising here even though (as Cory mentions) the upfront provides a futures market of sorts for “non-digital” television advertising today. It bears repeating that format convergence means all advertising will be digital in the not-too-distant future. The innovation in transactional models for media will continue to be driven in the market we see as digital today, then as more and more IP-connected devices ship we will see the old TV upfront model subsumed by the new futures model that was developed for digital.
Not going to happen tomorrow, but will certainly happen.
I would also highlight Cory’s point that it is large clients – many of whom have sophisticated trading operations in other raw material inputs – that will likely drive this change. With some exceptions (Digitas and Hill Holliday notable among them) most media agencies lack the required skills and perspective.
Given this reality, I wouldn’t be surprised if the desire for a futures-driven approach to align media buying with other raw material procurement initiatives is a catalyst for more than one large advertiser to bring their media buying in-house over the next couple years.
IBM, SAP and others seeking to enter the media market by working directly with marketers should give this some thought.