Fullscreen, an entertainment platform and content creator network, announced on Monday it would no longer participate in the 2017 Digital Content NewFronts taking place in May in New York.
Fullscreen Media creates custom content for brands and advertisers, and hosts original entertainment available to subscribers. Current media partners with the platform, which receives more than 7 billion views a month, include NBCUniversal, Fox and Fremantle Media.
“Fullscreen won’t be attending NewFronts this year, an unusual move for a major player in our space,” said Pete Stein, Fullscreen’s general manager, in a statement to VideoInk.
“NewFronts has grown a bit crowded,” Stein told Adweek. “Overall, the industry has matured over the past few years, and more companies are recognizing that audiences are moving to digital content.”
Earlier this month, BuzzFeed announced it wouldn’t be a part of this year’s NewFronts presentations either, citing a need to build a “deeper engagement with our clients.”
“There is a lot of investment around the NewFronts and Upfronts season,” said Laura Henderson, svp of marketing for BuzzFeed, “but we’re doing business all year round. We happen to see huge power when our clients engage with us upstream, and we want to inform them how to unlock new opportunities.”
Yahoo also removed itself from this year’s lineup to focus on the possible acquisition from Verizon, as well as a plan to bring executives to major U.S. cities to meet with agencies and partners.
Instead of participating in the NewFronts, Stein said Fullscreen will host two events, one in the spring and one in fall, for marketers and agencies.
“We’re investing in different research throughout the year to show how audience behavior is changing,” he said. “We wanted a different kind of setting to have that conversation with marketers in a less crowded setting than NewFronts currently has.”
“These decisions don’t make NewFronts any less relevant,” said Stein, “but this is a sign of the scale of the industry. It’s time for newer players to make a statement that they’re in the content game as we take our conversation elsewhere.”