Category: In the News

This week’s Future of TV Briefing looks at how this year’s upfront sets up for outcome-based buying in future upfronts.

• The outcomes upfront
• Scott Pelley’s exit interview, Accenture Song’s Whalar acquisition and more

The outcomes upfront

Outcome-based buying isn’t coming into the upfront this year, but this could be the year that brings outcome-based buying into the upfront in the coming years.

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This story was first published by Digiday siblings Modern Retail and Glossy

From major splashy ad rollouts by Nike and Adidas to sponsorships by Anheuser-Busch and Coca-Cola, there is no shortage of brand collaborations for this summer’s FIFA World Cup.

But not all brands will pour millions of dollars into official sponsorships. Some smaller U.S. startups, like Crumbl Cookies and Olipop, are getting into the spirit of the World Cup with watch parties, soccer-themed products and more, taking advantage of their proximity to matches to get in on what will perhaps be the biggest cultural moment of the year. With millions of tourists descending on North America in the coming month, brand executives feel like they have to find a way into this moment.

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