{"id":22757,"date":"2015-04-30T10:15:15","date_gmt":"2015-04-30T14:15:15","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=22757"},"modified":"2015-05-04T10:25:21","modified_gmt":"2015-05-04T14:25:21","slug":"maturing-marketplace-digital-newfronts-2015","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/video-marketing\/maturing-marketplace-digital-newfronts-2015\/","title":{"rendered":"Maturing Marketplace: Digital NewFronts 2015"},"content":{"rendered":"
<\/a>Digital Content NewFronts grow as line between TV and digital blurs. How\u00a0Horizon Media, AOL, SMG, INNOCEAN USA, Havas, AOL and Yahoo \u00a0see the NewFronts\u00a0evolving.<\/p>\n As the 2015 Digital Content NewFronts wound down, AOL said it had shifted from a NewFront “season” to a NewFront “year,” part of its “Content 365” strategy. (It’s unlikely that this means AOL would not hold a NewFront in 2016. A spokesman said, “It\u2019s not enough to hold a once-a-year event, trot out some programming, and then never talk to advertisers again.”) It announced the renewal of original series including Park Bench<\/em> with Steve Buscemi (pictured).<\/p>\n AOL and NBCUniversal<\/a> also announced a content distribution and development agreement for both exclusive and non-exclusive content. This summer, NBCUni video clips and segments will be available to stream on AOL online and its mobile app.<\/p>\n <\/a>Meanwhile, Yahoo announced<\/a> 18 new premium video series, including the live series Ultimate DJ<\/em> and the original, long-form series The Pursuit<\/em>.<\/p>\n Armando Rodriguez<\/strong>, head of Yahoo, Latin America and US Hispanic, says his team works in <\/span>parallel with Yahoo\u2019s global teams. “Not only do we localize US video content for our market, we also locally produce close to 150 original video clips per month, divided between daily news coverage and weekly video programs,” he says.<\/p>\n These NewFronts, as well as many others, illustrate the contradictions in the Digital NewFront\/TV Upfront dichotomy \u2013 a divide that’s becoming more and more unnatural. It’s clear that consumers don’t pay that much attention to whether the video content they’re watching originated as a broadcast, a theatrical release or a digital-only release. So, why should advertisers and agencies?<\/p>\n [comillas] It’s clear that consumers don’t pay that much attention to whether the video content they’re watching originated as a broadcast, a theatrical release or a digital-only release. [\/comillas]<\/p>\n <\/p>\n While INNOCEAN USA,<\/strong> for example, looks at a total video plan for clients, rather than considering TV and digital separately, Greg Braun, executive creative director<\/strong>, says that the NewFronts have not outrun their purpose. “Some content [digital producers] are putting out is groundbreaking,” he says, giving kudos to Netflix for its Emmys. And, he adds, “The Amazon Prime model is awesome.” Braun does appreciate that the NewFronts and Upfronts are now contiguous in time.<\/p>\n <\/a>Because the NewFronts come before the Upfronts, they remind agencies and advertisers to set aside funds for the digital properties they see, according to Joseph Abruzzo, vice president and chief exploration officer for Havas Media<\/strong>. “Everyone continues to spend in television, but, as new dollars become available, they are noting to allocate those dollars for opportunities in digital content,” he says.<\/p>\n [comillas]Because the NewFronts come before the Upfronts, they remind agencies and advertisers to set aside funds for the digital properties they see. [\/comillas]<\/p>\n There’s evidence that digital video is increasing overall ad spending, according to ZenithOptimedia\u2019s Advertising Expenditure Forecasts<\/a>. According to the report, global ad spend will grow 4.4 percent to reach $544B in 2015. Meanwhile, it said that global online video grew 34 percent to$10.9 billion last year, and it’s expected to grow at an average of 29 percent a year to reach $23.3 billion in 2017. Meanwhile, spending on TV advertising is expected to decline 5 percent in 2015.<\/p>\nTotal Video Plans<\/h2>\n