Conagra Brands is looking to partner on more content integrations this year. It’s one of the reasons why Media Manager Erica Hughes is at the Digital Content NewFronts and why the food giant has attended for the last four years.

“We come here because we like to learn what the partners are doing in the digital space,” Hughes says in this interview with Beet.TV.

“We like to understand what’s new, what do they have in terms of data, technology and how are the content platforms changing and evolving with the rapid-fire digital space,” she adds.

What has occurred to Hughes and others about the current state of digital affairs is that everyone’s gone live. “Hulu is doing live this year. Everyone is reporting from Facebook Live or Instagram Live and Snapchat Live. So live is a big thing.”

She surveys the array of content opportunities that can help connect brands with consumers and is about what she sees for the coming year.

“Our challenge is to break through the clutter and to be always relevant. We look at lot to our digital partners to help us stay relevant with consumers,” Hughes says.

Front and center for Conagra are content integrations because they “have been huge for us and they really work well. We are definitely looking for integrations for the next year.”

The conglomerate also is interested in data and analytics and for publishers “to tell us how our brands are performing on platforms in ways that we can constantly push our content to our consumers.”

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.