Digitas announced three new partnerships at their NewFront event last Thursday. Through their collaboration with SimpleReach, Digitas launched a “first-of-its-kind” content measurement tool that will allow them to measure engagement of all video in market for all of their brands – in real time, says John McCarus, SVP of Content at DigitasLBi. We spoke with McCarus in an interview with Beet.TV at their NewFront event.
They also announced partnerships with content creators Epic Digital and BuzzFeed. With the ‘BuzzFeed in Residence’ program, BuzzFeed staffers will work in the Digitas’ offices, learning analytics tools while they share their rapid creation resources. In their partnership with Epic Digital, Digitas will gain an exclusive first look at Epic Digital’s developing non-fiction content each month.
“We’re really in conversations with our brands to try to inspire them to get over the challenges they might have in making huge investments in digital video and basically committing to content as part their marketing strategies,” McCarus says.
For more information on the content rolled out during this year’s Digital Content NewFronts and on the new partnerships announced by Digitas at their NewFront, check out this New York Times article by Stuart Elliott.