Advertisers are happy when they can their desired reach audiences at the right time with the right messages. For their agencies, finding out about these audiences and how to reach them in a concentrated way like the Digital Content NewFronts makes it easier to compare value propositions.
“It’s really a way for all of these content producers and publishers to get a shot at all the big TV money,” Jake Marx observes of the NewFront presentations. “Because as we all know, that still dominates the industry as it currently stands.”
The U.S. Director of Enterprise Partnerships for Omnicom Media Group thinks its “awesome” to see the great content and ad solutions put forth in one city at the annual counterpart to network television’s extravaganza. “It’s not necessarily happening that much more on the television screen through all the broadcasters and cable networks,” says Marx.
Asked about the sheer number of NewFronts events and their impact, he feels the marketplace that has evolved over the past several years and is compressed into a matter of weeks is useful.
“It brings all our important clients in the room at the same time with their agency partners and with our publishing partners to go over all the different, valuable offerings that are out there.”
Done over the course of two or three weeks, “It’s all compact, it’s easier to put everything up next to each other and compare and contrast all of those different value propositions,” says Marx. “Instead of going to LA one week and coming back to New York and having them more staggered, it’s all compact right in front of you and easily digestible.”
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.