Nice piece about the digital video upfronts:
Upfronts -- which in the online world are defined as any time when you’re selling inventory in advance -- are practiced by the major portals AOL, Yahoo and MSN, as well as sites in certain sectors like auto-specialty sites Edmunds.com and kbb.com (Kelley Blue Book). Other video-rich sites, including news purveyors and sites devoted to showing video clips, also find themselves selling large swaths of inventory early in the year. Cinema ad sellers are also jumping in with upfront events.
The Web, much like TV, does have certain inventory that is always in high demand, and much of that is around broadband video. In the 2005 fourth quarter, for example, AOL had sold out its video inventory for In2TV, its classic TV programming, through 2006. Yahoo, MSN and other video-rich sites typically sell out certain sectors, like entertainment, financial services and travel by the end of January. Cinema sells up to 80% of its inventory between October and December and only 10% in the spring.
the whole piece...
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