In a move to raise the profile of audio, the Interactive Advertising Bureau (IAB) is moving its annual showcase of podcasts from the fall to adjacent to the video focused IAB NewFronts in May. Beginning next year, the IAB Podcast Upfront will take place the week after the 2021 IAB NewFronts. The IAB says the move will “enable marketers to evaluate their omni-channel investments in an increasingly holistic way.”

The 2021 IAB NewFronts will be held the week of May 3, 2021. The IAB Podcast Upfront will take place the following week, May 10. The IAB has not yet said whether the event will be held in New York as in the past or remain virtual for another year. Because of the pandemic, the IAB Podcast Upfront went virtual for the first time in October.

The move with audio is also being done with another consolidation by the trade group. The IAB is rolling all of its video marketplace into the single week-long 2021 NewFronts showcasing digital, streaming, and linear video creators and publishers. CEO David Cohen said the move is in response to ad buyers who wanted to move the video marketplaces closer together to make it easier to buy. The event, which drew more than 14,000 brands and media buyers last year, will be live-streamed for buy-side attendees.

“Streaming is the future, and the future is now,” said Cohen. “Consumers make no distinction between different forms of video, and there is an urgent need to not only recognize this reality, but also re-organize our industry to support it. This includes everything from cross-platform frequency management, to measurement and attribution, as well as holistic planning, buying, and selling.”