Three years ago, Kellogg’s didn’t spend a cent on YouTube.Last year, it tripled its spend.

In fact, once a digital laggard, Kellogg’s now spends up to 70% of its marketing budget on digital, a company president told this week’s NewFronts event, at which content publishers touted their upcoming roster to advertisers.

What did Kellogg’s like about fare on offer at the NewFronts? Content. This year, more than ever, seems to have been marked out by a preponderance of opportunities for brands to get involved not just between publisher’s content, but within it.

“I think one of the things that appeal to me this week is just great content development … from a number of partners,” said Chris Osner-Hackett, Kellogg’s marketing operations senior director, in this video interview with Beet.TV.

“We have a very diverse portfolio of brands, from kids all the way through baby boomers.

“And when I see millennial-focused and parent content that my brands can interact with and lean into across any format, that’s what gets my exciting, is video that can live across screens.”

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.