From WhatsApp to fandom: How connection and creativity ruled IAB Upfronts day one

IAB Upfronts delivered a fast-paced first day of ideas, data and debate - proof that, as James Chandler says, more choice is a glorious thing to have; nothing has changed, apart from everything.

Meta opened with how WhatsApp brings fans back: consumers face 90+ daily notifications yet reply to fewer than 5%. UK adults send ~55 online messages a day versus one SMS every 10 days, making private, two-way channels the place to meet customers. Standouts included Air France’s end-to-end WhatsApp journey and a Take That fan group that scaled organically from 500 to tens of thousands.

the7stars championed independent thinking: interesting beats dull - with stronger short- and long-term effects - and urged partners to break conventions and keep it simple.

Nectar360 set out Retail Media 3.0: start with the customer, end with results. With 24m engaged Nectar users, they are launching Nectar Pollen to cut fragmentation, unify omni-channel activation and measurement, and use AI to give real-time feedback. Brand, retailer and agency voices agreed that simplification and consistent measurement are critical.

Bauer’s Superfront showcased audio’s momentum: star talent, new products (audioXi), social-first distribution and first-party data to power trusted environments that lift both brand and business effects.

i-media highlighted on-the-go attention across a busier UK road network and demonstrated Pitstop for DOOH planning and performance.

The afternoon spanned publishing’s next chapter, gaming’s cultural reach with Activision Blizzard Media, and UM London on defending difference in an AI era.

Spotify showed how fandom turns passion into performance - with creator storytelling, video, and partnerships - as Louis Theroux and Monzo unpacked authenticity and mid-funnel impact.

Vevo closed on music fandom’s ability to move markets, linking cultural moments to measurable brand outcomes.