Condé Nast Entertainment Signs Deal With Comcast; AOL Goes Live
At its 2016 newfront presentation today in New York City, Condé Nast Entertainment (CNE) revealed that it has signed a distribution partnership with Comcast, although it didn't offer specifics. CNE's videos now appear on over 50 platforms.
CNE has also signed a partnership with Simple Reach for what it calls the industry's first measurement tool for branded video. The dashboard will show branded video performance across distribution platforms, and will be available early this fall.
In its content announcements, CNE said it will introduce three incubator programs to encourage a new generation of video creators. The first will focus on women directors and their mentors, the second will create short films from hot Hollywood scripts, and the third will work with millennial creators outside the film industry.
In an appeal to advertisers, Dawn Ostroff, CNE's president, noted that the network received 2.8 billion views in 2015. CNE has partnered with intelligence company 1010Data to provide enhanced viewer demographics. She pushed the spending power of the network's audience of "cultured millennials," adding, "They're the ones with the jobs."
Later in the day, AOL emphasized its push into live video during its newfront. Its live video show AOL Build is getting a street-level public-facing studio this fall. Located at 692 Broadway, the studio will be only a few blocks from AOL's Greenwich Village headquarters.
AOL Build creates four hours of live programming daily. Following today's brief press conference, AOL shot an interview segment live from the newfront, with actors Colin Farrell and Ariane Labed, and director Yorgos Lanthimos talking about their upcoming movie The Lobster.
This fall, Go90 will be integrated with the AOL technology stack, changing it from a mobile-only network to a mobile-first network, AOL said. Its programming will be available on AOL's online channels, not just through the Go90 mobile site.
AOL may have unofficially won the 2016 newfront season, by the way, creating a four-block open air party in New York City's seaport area, which culminated in a Demi Lovato concert. In its first newfront since being acquired by Verizon in May 2015, AOL sought to impress advertisers with its range of online video properties.
Colin Farrell, Ariane Labed, and Yorgos Lanthimos in a live interview during the AOL NewFront.
An old media company is learning new tricks as Time overhauls its editorial and advertising operations through the use of granular data on video viewing.
Advertisers are working with online publishers to create branded videos, where brand mentions are brought into the content. To work, the results have to pass the "sniff test."
As the 2016 newfront season drew to a close, two newfront newcomers enticed advertisers with upcoming projects and brand support.
AOL continues the build up of its One by AOL advertising offering with a suite of modular products for selling inventory and monitoring performance.
In its yearly look at the state of online video advertising, AOL finds that online video budgets are rising at the expense of TV ad budgets.
The streaming service will launch on iOS and Android on Thursday, providing a millennial-oriented, mobile-first take on OTT video.
The Scene, CNE's upcoming hub site, will feature premium video from the company's branded channels, as well as partners.