{"id":161909,"date":"2026-05-19T12:34:24","date_gmt":"2026-05-19T17:34:24","guid":{"rendered":"https:\/\/www.dacgroup.com\/insights\/blog\/none\/upfronts-newfronts-brandcast-connected-media-era\/"},"modified":"2026-05-19T12:38:37","modified_gmt":"2026-05-19T17:38:37","slug":"upfronts-newfronts-brandcast-connected-media-era","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/upfronts-newfronts-brandcast-connected-media-era\/","title":{"rendered":"2026 Upfronts, NewFronts, and\u00a0Google\u00a0Brandcast: What\u00a0marketers\u00a0should\u00a0actually\u00a0care\u00a0about\u00a0"},"content":{"rendered":"\n<p>This year\u2019s Upfronts, NewFronts, and Google Brandcast events made one thing very clear: the industry is officially in its \u201ceverything is connected\u201d era.<\/p>\n\n\n\n<p>Streaming, creators, commerce, AI, retail media, sports, performance\u2014all of it is starting to blend together into one giant ecosystem where brands are expected to drive both cultural relevance <em>and<\/em> measurable business results.<\/p>\n\n\n\n<p>The days of separating \u201cbrand\u201d and \u201cperformance\u201d media conversations are fading fast. And honestly, we\u2019re relieved and excited. Everything is as it should be.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Streaming is no longer \u201cthe future\u201d; it\u2019s all just media now<\/h2>\n\n\n\n<p>Streaming platforms spent less time talking about subscriber growth this year and more time talking about ad products, targeting capabilities, measurement, and commerce integrations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Key platform updates<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Netflix<\/strong> continued pushing deeper into advertising with expanded programmatic capabilities, live event integrations, and more momentum around its ad-supported tier.<\/li>\n\n\n\n<li><strong>Amazon<\/strong> leaned hard into shoppable entertainment and commerce-driven video tied directly to Prime Video and retail behavior.<\/li>\n\n\n\n<li><strong>Disney<\/strong> focused heavily on audience identity, unified measurement, and cross-platform buying across Disney+, Hulu and ESPN.<\/li>\n\n\n\n<li><strong>NBCUniversal<\/strong> emphasized sports, retail partnerships, and AI-powered planning tools designed to help advertisers optimize in real time.<\/li>\n<\/ul>\n\n\n\n<p>The vibe across all of them? Everyone wants to be a one-stop-shop media ecosystem now.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What it means for marketers<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CTV is no longer just an awareness play<\/li>\n\n\n\n<li>Commerce and media strategies need to work together<\/li>\n\n\n\n<li>Planning by individual channels will continue to make less sense over time<\/li>\n<\/ul>\n\n\n\n<p>In a nutshell, the siloed era is over but fragmentation also continues. Yes, it\u2019s a bit of a headscratcher.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Creators officially became premium media properties<\/h2>\n\n\n\n<p>NewFronts and <a href=\"https:\/\/blog.youtube\/news-and-events\/brandcast-2026-highlights\/\">Brandcast<\/a> especially doubled down on the idea that creators are no longer just \u201cinfluencers.\u201d Instead, they are entertainment brands with loyal fandoms and serious viewing power.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/services.google.com\/fh\/files\/misc\/brandcast_2026_top_takeaways-compressed.pdf\">YouTube Brandcast<\/a> focused heavily on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creator-led communities and fandoms<\/li>\n\n\n\n<li>Connected TV growth<\/li>\n\n\n\n<li>Shorts monetization<\/li>\n\n\n\n<li>Sports partnerships<\/li>\n\n\n\n<li>Shoppable video<\/li>\n\n\n\n<li>AI-powered creator and campaign tools<\/li>\n<\/ul>\n\n\n\n<p>The biggest takeaway, however, was YouTube\u2019s positioning overall. They essentially walked on stage and said, \u201cWe are everything, everywhere, all at once.\u201d<\/p>\n\n\n\n<p>Streaming platform? Yes.<br>TV network? Also yes.<br>Creator economy leader? Obviously.<br>Commerce engine? Yep.<br>Performance platform? That too.<\/p>\n\n\n\n<p>YouTube also reinforced that creator content is increasingly being watched on TV screens, which continues blurring the line between traditional entertainment and digital media. It\u2019s another case for managing TV and CTV in coordination.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What it means for marketers<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creator strategies need to go beyond one-off sponsorships<\/li>\n\n\n\n<li>Community matters more than follower count to build trust<\/li>\n\n\n\n<li>Long-term creator ecosystems are becoming more valuable than transactional partnerships<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3. AI has made significant moves beyond buzzword territory<\/h2>\n\n\n\n<p>AI was and continues to be <em>everywhere<\/em> this year, but the conversation is evolving towards practicality. It\u2019s less \u201cLook what AI <em>could<\/em> do someday\u201d and more \u201cHere\u2019s how we\u2019re embedding it directly into workflows right now.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Google Marketing Platform and Gemini updates<\/h3>\n\n\n\n<p>Google announced <a href=\"https:\/\/blog.google\/products\/marketingplatform\/360\/gemini-models-advantage-google-marketing-platform\/\">several Gemini-powered updates across GMP and DV360<\/a>, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>AI-powered campaign planning and optimization<\/li>\n\n\n\n<li>Smarter audience and inventory recommendations<\/li>\n\n\n\n<li>Ads Advisor integrations<\/li>\n\n\n\n<li>Faster activation workflows<\/li>\n\n\n\n<li>Enhanced media curation tools<\/li>\n\n\n\n<li>Confidential Publisher Match for privacy-safe targeting<\/li>\n<\/ul>\n\n\n\n<p>The bigger story wasn\u2019t just automation but operational efficiency. Platforms are trying to help marketers make faster, smarter decisions across increasingly fragmented ecosystems.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a0d0848cc39f'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a0d0848cc39f');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Sports and live moments still have main character energy<\/h2>\n\n\n\n<p>In an increasingly fragmented media landscape, live sports and cultural moments are still some of the few things that can pull massive audiences together at the same time. Focus areas explored included:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Expanded sports partnerships<\/li>\n\n\n\n<li>Interactive viewing experiences<\/li>\n\n\n\n<li>Real-time engagement opportunities<\/li>\n\n\n\n<li>Commerce integrations tied to live events<\/li>\n\n\n\n<li>Premium live inventory demand<\/li>\n<\/ul>\n\n\n\n<p>As these trends take shape and gain momentum, attention metrics will become more important than ever.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What it means for marketers<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Live moments still drive unmatched engagement<\/li>\n\n\n\n<li>Sports strategies should connect with creators, social, and commerce<\/li>\n\n\n\n<li>Brands need agile creative built for real-time participation and AI can help with human driven guidance for trust<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">So, what are the next steps from here?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Stop planning by channel, PLEASE! <\/strong>Consumers don\u2019t think in silos anymore, and media strategies can\u2019t either.<\/li>\n\n\n\n<li><strong>Build creator ecosystems instead of one-off campaigns for greater impact. <\/strong>The strongest creator partnerships are starting to look more like long-term brand collaborations than influencer buys.<\/li>\n\n\n\n<li><strong>She\u2019s real and she\u2019s beautiful\u2014now make AI operational. <\/strong>The real opportunity isn\u2019t just AI-generated content, but smarter planning, faster optimization, and better insights.<\/li>\n\n\n\n<li><strong>Focus on outcomes, not just reach. <\/strong>Impressions alone aren\u2019t enough anymore. Measurement needs to tie back to actual business impact.<\/li>\n\n\n\n<li><strong>Follow attention! <\/strong>Creators, sports, premium streaming, and community-driven content are where attention is consolidating.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">DAC\u2019s vision for media\u2019s exciting new era<\/h2>\n\n\n\n<p>The biggest takeaway from this year\u2019s Upfronts, NewFronts, and Brandcast? The future belongs to brands that can connect media, data, technology, and creativity into one cohesive strategy. Luckily, at DAC, we\u2019re already on it.<\/p>\n\n\n\n<p>From integrated media and commerce strategies to AI-powered optimization and full-funnel measurement, DAC helps brands navigate increasingly fragmented ecosystems while still driving measurable business outcomes.<\/p>\n\n\n\n<p>Whether it\u2019s building connected audience strategies, <a href=\"https:\/\/www.dacgroup.com\/en-ca\/services\/paid-media\/\">activating smarter cross-channel media plans<\/a>, scaling creator and CTV investments, using AI to improve efficiency and performance, or turning attention into action across the customer journey, DAC is helping brands work smarter, move faster, and create more accountable marketing strategies.<\/p>\n\n\n\n<p>Because as platforms continue trying to become everything everywhere all at once, brands need partners who can actually connect all the moving pieces together.<\/p>\n\n\n\n<p>Want to talk about what these shifts mean for your business? Let\u2019s connect.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This year\u2019s Upfronts, NewFronts, and Google Brandcast events made one thing very clear: the industry is officially in its \u201ceverything is connected\u201d era. Streaming, creators, commerce, AI, retail media, sports, performance\u2014all of it is starting to blend together into one giant ecosystem where brands are expected to drive both cultural relevance and measurable business results. [&hellip;]<\/p>\n","protected":false},"author":62,"featured_media":161893,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2889],"tags":[],"class_list":["post-161909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2026 Upfronts, NewFronts, and\u00a0Google\u00a0Brandcast: What\u00a0marketers\u00a0should\u00a0actually\u00a0care\u00a0about\u00a0 | DAC<\/title>\n<meta name=\"description\" content=\"Explore key takeaways from the 2026 Upfronts, NewFronts and Google Brandcast, from connected media and creators to AI, CTV, sports and performance strategy.\" \/>\n<meta name=\"robots\" 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