Digital Content NewFronts Expand with Nine Additional Partners
Two-week slate of showcase events shows that interest in advertising with premium online video is booming.
If anyone needed proof that the original premium online video market is booming, consider today's news: the Digital Content NewFront season -- a two week block of showcase events designed to woo brand advertisers to original online video -- has taken on nine additional partners, joining the original six. During the two weeks from April 19 to May 2, 2012, Alloy Digital, DECA, Digital Broadcasting Group, Disney Interactive Media Group, Federated Media Publishing, International Academy of Web Television, NBCUniversal, PopSugar, and Vevo will all host their own NewFront showcases in New York City.
The idea of a newfront conference, a variation of the upfront events held by television studios, began with advertising agency Digitas, which is hosting its fifth annual Digitas NewFront on April 26. Rather than presenting a single event this year, however, Digitas joined with Hulu, Microsoft, AOL, Yahoo, and Google to create a newfront season for the first time. The idea seems to have taken off, as nine additional major content creators and publishers have already joined in.
Grouping showcase events together lets brand advertisers preview what each creator is planning, so they can decide where to allocate their ad budgets. The conferences also help creators gauge interest from advertisers.
All newfront conferences are invitation-only.
Hulu, Yahoo, and AOL will also take part in two-week season of conferences between brands and content creators.
Many watch broadcast TV while watching online video, study finds; half would watch videos from favorite celebs.
New York will host 19 events in 2 weeks, where content creators announce upcoming online shows to the ad community.