Sometimes with digital video, shorter is the best way to engage with viewers. With its just-completed Digital Content NewFronts 2018, the IAB “went back to its roots for a week” and had one of its best years yet, says Anna Bager, EVP, Industry Initiatives.
“Great presentations, the right amount of great content, sales, customer engagement. I really thought it was extraordinary,” Bager says in this interview with Beet.TV.
For the first time, the IAB will hold a second NewFronts event this year. Titled the Digital Content NewFronts West, it’s scheduled for Oct. 9 and 10 at NeueHouse in West Hollywood, a central location for all media presentations.
Of the New York event, Bager talks about common themes that were unique to 2018. “I think there was a clear tendency to talk about diversity, diverse content,” she says.
In her NewFronts speech, Bager told the audience that for brands these days, “It’s about creating movements, not just moments. And with digital video, you can really, truly do that. The platform is so impactful.”
Other highlights for Bager were themed events like Meredith Corporation’s Help Puerto Rico effort and Hulu’s Huluween programming, along with Hulu’s ability to dynamically insert ads into its live television service, as ADWEEK reports.
“You can kind of see that the industry through the lens of the NewFront is growing up and knows what it’s doing and really starting to think about the audience that’s out there,” says Bager.
In West Hollywood, the focus will be on branded and sponsored content and how brands and media companies can work together to “capture those moments that mean something to individuals that can help brands build more direct connections with their audience. So we’re really excited about that event.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.