The term “upfront” comes from the television industry. Upfronts are meetings that are usually held a few months before a new TV season is about to begin. In these meetings, TV networks commune with potential sponsors to hammer out advertising deals for the coming season. Thus, giving those ad buyers the ability to purchase their ad spots “upfront.” In September, the Interactive Advertising Bureau (IAB) will hold its first ever podcast upfronts in New York.
IAB’s upfront will be a one-day event that will consist of a series of presentations as well as a “celebrity keynote speaker” that has yet to be announced. The following companies are scheduled to attend the upfront:
IAB is hoping this event will drum up more interest in the medium of podcasting as a solid platform for advertising. IAB is also hoping to attract ad buyers from both the traditional radio space and the digital media space. Representatives from both groups are often tasked with buying podcast ads, which is unique to podcasting’s position of being a purely digital medium that often (especially in the case of NPR) repurposes radio broadcasts.
You can learn more about IAB’s upfront event and request an invite at the IAB website.