BBC’s Tabas Reveals Three ‘Lanes’ Of Sponsored Content

At home in the UK, it may be more commonly known as a broadcaster and online publisher that, by Royal charter, cannot carry advertising. But, elsewhere, the BBC’s commercial arm has built on its heritage of traditional ad sales by launching a sponsored content offering. BBC Worldwide launched StoryWorks back in 2015, and it now […]

 
 

Time Inc.’s Wong Says Media Brands Can Live Solely In Social

Who would have thought a publisher could ever sustain a media brand as niche as breakfast food? That’s what Time Inc. when it launched Extra Crispy last year – and now it has doubled down in the food space, by launching a new brand to exist only social media. Well Done trades off the kind of quick-fire […]

 
 

VICE Media’s Tom Punch: 300 Hours Of Original Programming While Exploring ‘New Creative Spaces’

VICE Media is spreading its creative wings in both the types of programming it offers and the ways in which brands can engage with its viewers. On the content side, “We speak with a voice that just connects with young people,” says Chief Commercial & Creative Officer Tom Punch. “People like to spend more time […]

 
 

Turner’s Johnson Looks Beyond C7 To Dynamic VOD Ad Delivery

Over-the-top viewing of CNN “is blowing up in terms of consumption,” while video on demand is providing a big boost to Turner’s entertainment business. The latter provides a venue for commercial viewing via dynamic ad insertion beyond the C7 ratings window, according to Nick Johnson, SVP of Digital Media Strategy at Turner. As consumers migrate […]

 
 

Tobaccowala At The NewFronts: Of Creativity, New Players And ‘Dinosaur Companies’ Coming Alive Again

Marketers all around the globe face three basic, common challenges, according to longtime advertising executive Rishad Tobaccowala. They are reigniting growth, engaging with consumers and finding the right organizational structure that can facilitate the first two. “For most countries, the number one thing that clients are looking for is how do they grow again. So […]

 
 

Digitas’ Kelly On NewFronts: Complete Ecosystem Of Premium Digital Programming

While the term “premium digital video” has become quite commonplace at the Digital Content NewFronts, when the event debuted 10 years ago was on few peoples’ radar screen. Now premium video can be considered a table stake for content creators who hope to get marketers’ attention. One of the most interesting things that Jill Kelly, CMO […]

 
 

Digitas’ View Of Digital Content NewFronts: Cave Men, Astronauts And Storytelling

What do cave men and astronauts have in common? More than either one could ever imagine, if you’re DigitasLBi, which decided to help the advertising industry broaden its view of digital media a decade ago by birthing the Digital Content NewFronts. The theme of last year’s NewFronts was ad skipping, recalls Scott Donaton, Chief Content […]

 
 

Hearst’s Sosin: Cosmo’s Snapchat Discover Presence Is ‘Perfect Marriage Of Platform And Brand’

Creating a daily digital habit beyond just checking one’s smartphone every few seconds isn’t easy, given the deluge of content at one’s fingertips. But Hearst says its Cosmopolitan brand done just that about two years after being a launch partner for Snapchat Discover. Lee Sosin, SVP, Hearst Digital Media, calls it “a perfect marriage of […]

 
 

IAB’s Bager: Digital Content NewFronts More Marketplace Than Conference

The Digital Content NewFronts has moved from conference to marketplace, with more emphasis on selling amid record attendance. Major themes emerging this year thus far range from OTT to mobile video, brand safety to Gen Z and how content gets distributed to audiences. According to Anna Bager, “lots of deals” have taken place since the […]

 
 

POPSUGAR To Brands: Everything Starts With An Insight, No ‘Fully Baked Offering’

Given a multitude of digital content, some authentic some less so, POPSUGAR has hitched the credibility of its enterprise to emotion. “We believe that consumers can tell the difference between a Facebook growth-hacking, click-baity type of experience from of what is in POPSUGAR premium emotional storytelling,” says Global Chief Revenue Officer Geoff Schiller. While emotional […]

 
 

Defy Media Broadens Smosh Comedy Franchise For Gen Z, Millennials

If there’s ever a time to build strong program brands that people trust, it would be before technology makes the concept of traditional television channels irrelevant. Keith Richman is already thinking ahead to a time when “the notion of channels” will go away. The prognostications of the President of Defy Media will come as no […]

 
 

Condé Nast Entertainment Targets Gen Z, Millennials With 40 New Series, 65 Renewals

If any TV networks still wonder where some of their younger viewers have migrated, they needn’t look farther than Condé Nast. The publisher provided a fresh reminder of this reality during the Digital Content NewFronts by announcing 65 series renewals plus more than 40 new series. Best known for 22 brands ranging from Bon Appétit […]

 
 

Conagra’s Hughes: Everyone’s Gone Live At The Digital Content NewFronts

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 […]

 
 

Publicis Media’s Shlachter Looking For The Actionable And Impactful At NewFronts

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 […]

 
 

Brand Safety is Front and Center at NewFronts: OMD’s Winkler

Brand safety up, virtual reality down. To Ben Winkler, these are the two biggest changes year-over-year in the magnitude of discourse at the Digital Content NewFronts. “I haven’t seen a single presentation that didn’t begin, have a middle and end with brand safety,” says the Chief Investment Officer at OMD. “I’ve seen the biggest rise […]

 
 

Mindshare’s Witkowski: ‘Inspired And Educated’ By Digital Content NewFronts

What do you get when you combine the “beauty of TV with the brains of digital?” Endless amounts of great content and the data with which to measure consumer engagement with it. Along with the continued explosion of live content streamed online, these are noteworthy trends to Emma Witkowski, Managing Director of global media and […]

 
 

Time Inc.’s Elders On Enterprise Selling, New Video-First Brand Coinage

By purchasing traditional ads across a variety of media, GEICO typically tells us how to save money on car insurance. In a new, video-first sponsorship with Time Inc., the insurer aligns itself with consumer financial advice in one of the publisher’s largest video initiatives to date. It comes as Time Inc. continues to roll out […]

 
 

Omnicom’s Marx On Digital NewFronts: Compact View Of Great Content, Ad Solutions

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 […]

 
 

Refinery29’s Emmerich: Brands Can Leverage Publisher-Audience Trust With Right Messaging

Giving more power to audiences has helped to build the female-focused Refinery29 while building a trust that benefits brands. But some marketers need to adapt their messaging in order to leverage that trust. “They’re the boss of me,” Chief Content Officer Amy Emmerich says of the company’s audience, which Refinery29 says represents a global footprint […]

 
 

How Time Inc., Dunkin Donuts Leveraged The Red Carpet To Reach Female Video Viewers

When Time Inc. was strictly a magazine publisher, it wasn’t exactly Dunkin Donuts’ cup of tea from an advertising standpoint. But when the quick-serve coffee and baked goods giant wanted to promote its drinks to a younger, more female demographic in the most integrated way possible, Time Inc.’s digital offerings were a great match. Time […]

 
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