"What better time to showcase it than three weeks ahead of the television upfronts?" says John McCarus, senior vice president and director of brand content at Digitas. "It's driven by the budget cycles from a marketer's perspective. This is the time of year they're starting to think about how their dollars are going to be spent."
"It's a watershed year," says McCarus. "There is an opportunity and a reason to collaborate together and show strength in numbers for what is a newly formed marketplace."