Canadian Ad Insider

Are you ready for it the 2025 UpFront/ NewFront season?  Publishers, social networks and broadcasters have already started to send out invitations to media buyers, planners and brands to attend their virtual and in-person events for an opportunity to learn more about the respective advertising offerings.

Profectio will be on hand to bring you all the latest recaps and interviews about the amazing new products and services that will be announced during our annual UpFront/NewFront coverage! Get ready for some thrilling updates! 

Given the current economic uncertainty and evolving consumer behaviour, how are you adjusting your upfront commitments compared to previous years?

Jennifer -  The heightened economic instability & escalating trade tensions are causing advertisers to be understandably cautious. On the flip-side, the ‘buy Canadian’ sentiment is motivating certain advertisers to increase their SOV to promote their Canadian presence.

We don’t see our Upfront commitment levels decreasing, but clients are much more focused on minimum spend commitments and cancellation flexibility. Clients recognize consumer confidence is shaky, which in turn affects their spending habits and brands’ profits. Brands want the ability to quickly pivot on advertising efforts if needed.  

How are economic pressures impacting your media budget allocations or influencing which media partners you prioritize?

Jennifer -  These pressures are categorically affecting media budget allocations in two distinctly different ways:  

1. Many brands are shifting budgets to tactics where KPIs can be quantifiable.  There is pressure to have dollars work harder.  So while linear media offers the widest reach to build awareness, many brands are looking for measurable results.
2. Tariffs can cause adversarial issues with supply, demand & profit margin.  In turn, brands may shift dollars to linear & CTV where there can be a focus on awareness & long-term brand building, which is a stable strategy during economic uncertainty.

With growing pressure for flexibility and performance-based buying, are you favouring programmatic or on-demand media deals over traditional long-term upfront commitments?

Jennifer - It really depends on the client’s goals, and ties into my answer to question #2. 

If a client’s KPIs are supported by quantifiable results and they want to optimize specific creative or brands (especially with changing consumer behaviour), on-demand media makes the most sense. 

Conversely, if a client wants to have guaranteed premium inventory & efficiencies, while  focusing on an awareness/reach play, a long-term upfront commitment is the most effective path.

How have advancements in measurement, attribution, and data transparency shaped your confidence going into this year’s upfronts and newFronts?

Jennifer - I’m quite optimistic, given recent & emerging measurement tools, specifically: 

1. Measurement: I’m most excited about the ongoing development of uniform cross-media measurement, particularly between linear & streaming.  In order to reach a wider audience, video buys need to include both tactics.  However in the past it has been difficult to demonstrate how both tactics allow for synergies and a cohesive strategy. 
2. Attribution: ongoing advancements will allow advertisers to determine where dollars should be allocated within the funnel in order to achieve KPIs.  This also allows advertisers to quantify each tactic’s ROI in order to optimize campaigns.
3. Data Transparency: We’re now able to obtain relevant insights on audience behaviour as various analytics are becoming more sophisticated.  These insights are especially relevant for CPG’s where consumer’s actions such as foot traffic and meal plan timing can be applied to increase ROI.  In addition, data transparency provides confidence that the insights obtained are accurate. 

All these advancements result in pairing media spend and data which minimizes risk that media budgets are being wasted on ineffective platforms.

Are there any emerging media channels or platforms that have made a stronger case for inclusion in your upfront strategy this year?

Jennifer - I strongly feel linear is an essential tactic which offers the widest reach.  Having said this, emerging media channels should be incorporated if its purpose makes sense within the campaign.

I feel CTV is a tactic that should be included in all linear buys.  Incorporating both tactics allows for a powerful combination of wide reach and specific targeting. Retail media continues to leverage valuable first party data for CPG clients to optimize targeting and increase ROI. Another emerging media channel that has been gaining SOV is digital audio, particularly podcasts.  Targeted audiences can be reached almost anywhere within their day-to-day activities.

All this to say advertisers have multiple methods to reach their consumer, and client budgets can be applied in a more sophisticated manner.

Given the potential impact of tariffs on consumer products and advertising costs, are you seeing shifts in which brand categories are spending—or pulling back—during the upfronts season?

Jennifer - Absolutely. Tariffs have an adversary effect on almost all brand categories, albeit to different degrees.  Essential items such as groceries will be affected the least, but still to varying levels, depending on where ingredients and packaging are procured.

Luxury, big-ticket and low margin products will be more sensitive to price fluctuations, as consumers are worried their disposable income may decrease in the near future. Advertisers within these categories will likely increase their focus on quantifiable KPIs in order to maximize ROI on media spend.  

However, challenges offer opportunity. Media budgets for products that are made in Canada will likely increase in order to capitalize on growing consumer sentiment to strengthen the Canadian economy.