Focus Shifts to Digital Video at the NewFronts

Each of the seven years IAB has managed the NewFronts has yielded a different organic theme. In the past few years, brand safety, over-the-top (OTT) video and TV-like experiences have all been central to the conversation. This year, it’s the dominance of digital video and the ripple effect it’s creating throughout our industry. The big change is really about more than just video. It’s ultimately about consumers in the driver’s seat. Prime time is whatever matters to us right now. What we are seeing with video, audio and other forms of digital on-demand content consumption is hyperindividualized, omnichannel viewing and listening that is driving the digitization and addressability of all media. For brands and buyers, the implications of these changes are real. It’s no longer about serving the right ad to the right person but rather about connecting with the target audience on an ongoing, integrated basis in ways that are direct, meaningful and interactive. The silos between digital and linear are also falling by the wayside. Budgets are increasingly being pooled into one integrated bucket. To meet the needs of multichannel buyers, publishers are stepping up to collaborate with brands, integrate content with creative and craft messaging in ways that reflect how consumers are engaging within the specific media environment. Whether you have the opportunity to attend the NewFronts or not, these are the changes that are going to be driving some of the most important conversations throughout the year. [kickout id="1"] As video takes the lead, we will see significant shifts in money moving to some of the big digital properties. Consumers are no longer distinguishing between delivery platforms. They don’t see any difference between watching television in their living room or on the subway. In fact, they don’t even know if what they are watching is television. It’s important to have a form factor that works for all screens, and it’s equally important to understand the different environments consumers can be in and to leverage that understanding. Anybody who truly understands this and can make the content experience seamless is going to win. Take a stand This is the year advertisers and content creators take a stand. Brands can—and should—have an opinion and clear message. It doesn't have to be political, but it does have to mean something to the audience. A brand can't be everything to everyone, but it can be special to someone. As we have seen with the direct brand economy, two-way communication where the people watching your content feel a deeper connection to it is important. Building stronger relationships with audiences lets us produce content influenced by what users think. If brands can leverage that, they can build much better advertising around it. Embrace new forms A recent study for NewFronts West looked at the perceptions of advertising and found that “nearly 73% of those who regularly stream video say that they have watched ad-supported [OTT media], while 45% report that they watch ad-supported OTT ‘the most.’” This statistic suggests we will be seeing a lot of interesting new ad products and ways of advertising. There should be more around interactivity, sequential storytelling and commerce because outcomes have more importance in advertising. It’s not just about building brand perception; it’s also about directly influencing a buy. Follow the money We are going to see some significant shifts in dollars this year. NewFronts media buyers are there to buy just as much as to learn and be inspired, and more brands are looking for the kinds of all-in opportunities that can yield bigger returns. Agencies and advertisers have become increasingly smart about the digital content they have. As a reflection of that, we’ll see more deals made in a number of different categories. Buyers can now do a buy on digital video but can also, in conjunction with video, buy podcasts or other activations. The goal is to have branded content that drives even more branded content to build more integrated advertising and create incremental reach and value. Listen more Some people think digital content is all about YouTube, Hulu and their video brethren. It is, but it’s also much more. Podcasts are growing like crazy. The first six months of 2018 saw $935 million in digital audio advertising revenue. Brands should be looking for opportunities to truly integrate their marketing messages into greater spheres of influence. This also means carefully listening via social media to what your audience thinks and reacting to their conversations. Leverage your data Brands are seeing that when they combine their own first-party data with digital data, outcomes are much more prevalent than just building an audience or brand. They can do more than drive audience take-up; they can drive the outcomes that systematically perpetuate momentum.