AOL’s Falco Offers ‘First Look’ Upfront To Advertisers

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With the TV upfront season gearing up, internet companies are already making sure they don’t lose the close attention of marketers and ad agencies. Last month, Yahoo held its “Infront Before The Upfront” presentation for large audiences in New York and Los Angeles. And last week, AOL began inviting ad industry and marketing executives to its counter-upfront program “First Look,” which is scheduled to be held April 17 in New York. TVWeek reports that the event is intended to showcase for AOL’s plans for this year and next, with a particular focus on broadband offerings. As part of the presentation, AOL is expected to announce a second season of Gold Rush, the Mark Burnett-produced treasure hunt.
AOL is also starting up its programming road show for advertisers and agencies today in Chicago. But First Look is promising to resemble a traditional upfront presentation. It’s no surprise, since the idea sprang from AOL chairman and CEO Randy Falco, who hasn’t been able to shake off all the impulses of 31 years spent working at NBC. The event is billed as an opportunity for the industry to meet the former NBCU president and COO in his new role.
Related:
Yahoo Defends Digital Ad Dollars At Its First Infront Presentation
— <a href="http://www.paidcontent.org/entry/falcos-scaled-state-of-mind/" title="Falco

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Eric

How exactly is Randy going to "sell" Madison Ave on what AOL has to offer when his boss, Ron Grant just cut $220MM from the budget. This cut heavily impacted programming that generates pageviews, that creates impressions, (you might have to explain this to Randy as he didn't know the difference), that you sell against! It's wag the dog time.

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