AT&T’s Xandr Presents ‘Credible’ Competition For Digital Giants: IAB’s Rothenberg

SANTA BARBARA, CA – When IAB CEO Randall Rothenberg contemplates the rebirth of AT&T’s advertising and media operations in the form of Xandr, he sees a looming competitor to the most powerful digital giants. “There’s no question that lots of folks in the marketing and media world would like more alternatives to Google and Facebook, […]

 
 

New IAB Report Details Complexities Of Digital Video Landscape

Based on its continuing research into how, when and why people consume video content, the IAB is “building a whole commercial innovation program” that will encompass video, audio and other platforms, says Anna Bager, EVP, Industry Initiatives. The IAB’s latest research, released this week, shows just how complicated the video marketplace is. Its Video Landscape […]

 
 

NewFronts Update: ESPN’s Social Strategy & App Refresh

At a Digital Content NewFronts where there was a plethora of new content distribution partnerships, ESPN was the rare standout. “One of the big things that we did announce was the fact that we had a big announcement, that we have no new distribution deals,” says Travis Howe, SVP, Platform Ad Sales Strategy, Solutions & […]

 
 

Brands Should Court Values, Not Controversy: Digitas’ Donaton

Brands aligning themselves with social causes and movements should be a “no brainer” as long as they don’t embrace controversy just for the sake of controversy. “We heard that brands need to stand for something but that doesn’t necessarily mean always that they have to be controversial,” is the way Scott Donaton sums up one […]

 
 

Verizon’s Oath Is Steeped In Data, Mobile-First Content

If anyone doubts how Oath plans to differentiate itself with Verizon’s massive caches of insights from its broadband and wireless services and brick-and-mortar stores, Jeff Lucas makes it very clear. “What Oath offers more than anyone else is deep, deep data,” the Head of Oath’s Americas Sales says. “But also we are thinking about commerce” […]

 
 

Comedy, Live Content Are Opportunities And Pitfalls For Brands: Initiative’s Kozo

Here’s a useful tip for anyone wanting to pitch something to Initiative’s Amber Kozo: Try humor. It certainly worked for Meredith Corporation at the recently completed Digital Content NewFronts 2018. Meredith used its NewFronts presentation to announce additions to its over-the-top PeopleTV service, including “Chatter,” a live talk show hosted by actress Rosie Diaz that […]

 
 

Meredith Expanding ‘Seamless’ E-Commerce Content Integrations

Meredith Corporation plans to integrate e-commerce options “seamlessly and natively” into more of its content to make it easier for people to buy things “and give them a great experience on the back end.” The publisher’s e-commerce and shopper marketing plans were one element of its Digital Content NewFronts presentation last week. “One of the […]

 
 

Droga5’s Cannata: More Out-Stream Video Will Spur Engagement

Moving away from in-stream as the primary online video format will help break through advertising clutter and help brands better engage with consumers, particularly on mobile devices, according to Droga 5’s Frank Cannata. “If you’re constantly just trying to get that pre-roll in front of a consumer and all they’re doing is waiting for that […]

 
 

Lines Between Traditional, Digital Media Continue To Blur: Assembly’s Lee

Amid all the hoopla that accompanies the Digital Content NewFronts, something more substantial is taking place. It’s the blurring of lines between traditional and digital media, as evidenced by the growing number of new partnerships. Whether it’s Twitter and ESPN or Disney and Tastemade, “To me, that was very encouraging seeing all these partnerships form […]

 
 

Refinery29 Will Launch OTT Offering To Distribute ‘Powerful Female Stories’

Armed with biometric research showing how brands can best align themselves with cultural happenings, Refinery29 will launch an over-the-top service called Channel29 later this year. “It will be both a combination of live programming and also pull from our library of incredible content as well as producing new content,” Refinery29 COO Sarah Personette says in […]

 
 

Digitas’ NewFront Advice To Brands: You Need Causes And Beliefs

When it comes to social causes and movements, brands can’t stand on the sidelines anymore as traditional calls to action are being upstaged by emotional connections. “You cannot not stand for nothing. By doing that, you’re standing for something and something that won’t resonate with your consumers,” says Michael Kahn, Global Brand President at Digitas. […]

 
 

Cotton, Inc.’s Cooper On The ‘Tipping Point’ For Cause Marketing

Amid discussions about brand safety, high-quality premium video, channel specific content, data and insights and technology and innovation at the Digital Content NewFronts, it was the cause-marketing theme that resonated with Cotton, Inc.’s Emily Cooper. “For me, the thing that’s really standing out the most is it feels like this year’s really the tipping point […]

 
 

Starcom’s Lutz Enthused By NewFronts Content, Meredith/Time Inc. Pairing

Starcom’s Kristina Lutz is leaving the Digital Content NewFronts 2018 impressed by the quality of content in the marketplace and excited by the potential of the merged Meredith Corporation and Time Inc. “I’ve been really impressed with the content that I’ve seen. I think over the last number of years we’ve seen the quality of […]

 
 

iCrossing’s Ratner Ponders YouTube’s Stratification, ‘Tunneling Effect’

The re-grouping of content on YouTube continues apace, upending the playing field for some content creators and raising concerns about content discovery amid the platform’s “tunneling effect,” says iCrossing’s Jeff Ratner. “I think YouTube is creating their own stratification of their content. Obviously, they took to heart a lot of the brand safety challenges of […]

 
 

For John Hancock, Understanding Human Emotion Is Key To Engagement

Many people in advertising and media think they’re swimming in too much consumer data. John Hancock’s Lindsay Sutton disagrees, particularly with regard to statistics that can be used to divine people’s emotions when serving them the most appropriate content and advertising messaging. “I don’t think we’re yet in a place where we think it’s too […]

 
 

Led By Disney/ESPN And NBCUniversal, Twitter Doubles Content Partners

There seems to be no shortage of publishing partners for Twitter, which unveiled 16 of them at its first Digital Content NewFronts last year. This year, led by new content deals with NBCUniversal, Disney/ESPN and others, “We doubled it,” says Stephanie Prager, Head of Global Agency Development at Twitter. The content partnerships represent a pool […]

 
 

Hannah Hart, Loren Gray Join Studio71’s Growing Content Talent Roster

Cell phones, tablets and other portable devices will continue to be the best way to reach the under-35 content consumer, says Studio71 President & Co-Founder Dan Weinstein. An early pioneer in working with social media talent, Studio71 just signed content creator Hannah Hart along with a host of other multichannel-network partners. In this interview with […]

 
 

IAB’s Rothenberg: ‘Direct Brands’ Need Data Trust With Consumers

The IAB says that the consumer economy is in the middle of a revolution that’s as significant as the Industrial Revolution was 150 years ago. The organization calls this phenomenon the Direct Brand Revolution and at its core are consumers being able to trust companies with their data. “Companies can not afford to breach the […]

 
 

Viacom Digital Studios Makes Digital Content NewFronts Debut

Viacom Digital Studios was unveiled this week at its first Digital Content NewFronts. It’s the latest in a series of “really big investments” by Viacom that include WhoSay in the influencer marketing space and the VidCon talent and fan event. “What we really want people to walk away with is that Viacom has amazing capabilities,” […]

 
 

Media Agency Blue 449 Seeks ‘Tighter Connection’ Between Marketing, Business

MIAMI-While advertisers’ first-party data is very powerful at helping them connect with consumers, it must be structured in an optimal way so as to be matched with other data to achieve scale, according to George Musi, Publicis media agency Blue 449’s EVP, Chief Data, Analytics & Insights Officer. By itself, “First-party data, although powerful, it […]

 
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