The 2016 Digital Content NewFronts, now just two months away, will feature the largest roster of companies vying for a slice of the $3 billion digital-video advertising pie.
Among the 37 presenting companies are six first-timers, including Playboy, Mashable and Hearst. The latest to join that group is SheKnows Media, the parenting, entertainment and lifestyle brand that reaches 90 million unique visitors per month.
SheKnows replaces Vevo, the video music hub, which dropped out of the annual digital marketplace.
"It felt like the right time for us to join," Samantha Skey, president and CMO for SheKnows Media, told Adweek. "We've spent a lot of time and effort experimenting with video content and what our audience wants from us."
While Skey didn't divulge specifics on what SheKnows will present to media buyers, she said the company is focusing on growing its Hatch and The Pitch products. "We spent the past year on both of those programs just building those communities," she said. "We are now looking at formalizing the programming around those products."
SheKnows' ad revenue mostly comes from branded content deals with endemic brands like Clorox, Unilever, Dove and Project Sunlight. "A lot of the past year has been figuring out what the appetite for our kind of branded content is," said Skey.
Great Hill Partners acquired SheKnows from Evolve Media in 2012. The company recently brought in Susan Kaplow as chief content officer. Kaplow was previously evp of editorial and operations at Refinery29.
Hearst will take Vevo's vacated spot during the first week: May 4 from 6 p.m. to 8 p.m., while SheKnows will slide into Hearst's old position on May 9 from 3 p.m. to 5 p.m.