An increasingly crowded field has created inventory shortfalls as ad revenue spikes and 'awards season' goes year-round.
An increasingly crowded field has created inventory shortfalls as ad revenue spikes and"awards season" goes year-round.
"The billboard has become king in FYC campaigns," says Showtime director of awards Austin O'Malia. "It's a statement to everyone that sees it that this is a real contender." As a result, media-buying agencies and TV companies are planning earlier and spending more to nab prime billboard space in key locations.
To compete, marketing departments must plan their Emmys FYC billboards earlier. "In prior years, we could start in February or March," says O'Malia. "If you wait that long now, you would really risk getting shut out or losing some of the more valuable opportunities." Showtime now has billboard placements planned by the end of the previous year, while CBS All Access begins strategizing soon after the prior year's Emmys, and Netflix starts early in the year.
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