Not quite a decade old, the Digital Content NewFronts “have matured quite a bit” in the past few years, providing a bigger platform for the raft of digital content and tech providers to mingle with agencies and brands.
It’s a gathering where agencies and their clients size up trends in consumer technology, content consumption and distribution to “help tell stories together on those platforms or through those vessels or through things that maybe haven’t peaked yet,” says Adam Shlachter, President of Global Innovation at Publicis Media.
The ability to bring all of these fully or partially formed elements together for collaborative building is a far cry from other events described by Shlachter a “showcase of reels and demos and sneak peeks of things that may or may come to light.”
With so much to cover during the annual Digital Content NewFronts presentations, he’s looking for what’s actionable, most impactful and will help marketers transform their business and brands.
This can happen through new platforms, new partners or “new voices” to help tell marketers’ stories and connect with consumers “in new and better and more defined ways,” Shlachter says.
Also maturing a bit is Snapchat, along with its audience, according to Shlachter. Snapchat most recently revealed a deal with Moat to be able to provide a viewability score for its advertisers, as ADWEEK reports.
“There’s no shortage of content,” he says. What’s key is to understand how it works more seamlessly between platforms “because content doesn’t exist on just any one place anymore.”
We interviewed him at the Digitas NewFronts event.
This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.