The talent is booked and execs are practicing their pitches because the annual NewFronts kicks off Monday.
And brand safety, which was the talk of the town last year, isn’t likely to fade from the conversation this year. This year’s NewFronts is the first since the Interactive Advertising Bureau put on its NewFronts West last year in Los Angeles.
“It’s on everybody’s mind,” said Anna Bager, executive vice president, industry initiatives, IAB. “I think that might influence the underlying and undercurrent of the presentations.”
This year in New York will feature returning presenters from NewFronts West, including Walmart’s Vudu and the Ellen Digital Network. Target is also putting on a presentation as a NewFronts first-timer this year.
In all, advertisers will bop throughout Manhattan for presentations from Digitas, The New York Times, Meredith Corporation, Condé Nast, Vice, Viacom Digital Studios, BBC News, Hulu, Studio71, Twitter, YouTube and Verizon Media (previously Oath).
“It’s big companies with big offerings and big narratives and big audiences,” Bager said. “I think there will be a lot of conversations about not just the digital content but how you can leverage different mediums.”
Those conversations will likely extend to new formats, like podcasts or OTT, which Bager quantified as now “mainstream.”
The IAB will also put on a full-day insights summit on Friday to highlight topline trends from throughout the week in which meaningful advertising, valuable now more than ever, will likely be part of the discussion, Bager said.
“You have to have a connection with an audience,” she said. “You have to go beyond that. It has to have some sort of meaning.”
Check back in next week for our continuing NewFronts coverage.