PHOENIX –  The upcoming Digital Content NewFronts, a two week showcase for digital video, will represent the maturation of sponsored video as a medium, says Scott Donaton, Chief Content Officer of DigitasLBi NA, in this interview with Beet.TV

Donaton says that custom creative content, coupled with traditional media, outperforms traditional campaigns.  He says what has been the nascent medium of digital video is now in the “big league” for marketers.

Digitas is the founder is of the NewFronts and will be the only agency presenting.  Digitas presents on April 30.

We spoke with Donaton earlier this week at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange.