IAB

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 […]

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 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 […]

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” […]

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 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 […]

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 […]

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 […]

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 […]

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. […]

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 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 […]

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 […]

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 […]

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 […]

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 […]

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 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,” […]

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 […]

Once again, the topic of “brand safety” will be front and center at the upcoming Internet Advertising Bureau Annual Leadership Meeting, but it will take on new meaning in light of IAB research into what it calls the Direct Brand Economy. Other industry semantics need to be updated as well, IAB President & CEO Randall […]