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Outcome. Defined as “the final result, consequence, or end product of a process, action, situation, or series of events.” It’s a perfect word to describe the hopes of sellers and marketers in this upfront marketplace, who through their agencies want to get to that holy land — embodied as the latest buzzword in media planning and buying.
With upfront season officially kicked off and in gear, outcomes are a major goal of the deals that will get struck over the coming weeks and possibly months. (According to five investment executives and consultants reached for this story, no actual upfront deals have been struck yet, at press time.) Outcomes-based deals move the broader video landscape from buying audiences generally to finding ways to prove that the advertising purchased had an affect on the consumers reached.
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