In case you missed it, the 2016 Digital Content NewFronts kicked off last week to much-anticipated hype across New York City. This two-week marketplace showcases a lineup of VIP events hosted by publishers to give media buyers an exclusive look into their original digital video programming for the next year. The goal: To entice media buyers to partner with them.
And those partnerships have been made evident. According to a recent study published by the Interactive Advertising Bureau (IAB) released annually during the NewFronts, ad spend on original digital video programming has increased 114 percent since 2014. And drilling down even more, 8 out of 10 respondents said their attendance at the 2015 NewFronts results in increased spending on original digital video in the 12 months ensuing.
"In week one of the NewFronts, I think the most notable thing we've seen is the professionalization of the presentations and maturation of the marketplace itself," said Randall Rothenberg, President and CEO, IAB. "It is very, very clear that people have come from marketers and agencies to do deals, and the sales teams from the publishers are here in force and they're actually doing deals."
The first week included 20 presentations hosted by The New York Times, BuzzFeed, Bloomberg, Refinery29, Maker Studios, DEFY Media, Condé Nast Entertainment, AOL, Hulu, POPSUGAR, Yahoo, Hearst, Time Inc., CNN, DigitasLBi, YouTube/Google, Machinima, Time Warner Cable Media, VICE, and Woven.
Watch some of the highlights from the first week of the NewFronts, as reported by IABtv.
Stay tuned for more videos from the 2016 NewFronts going live throughout the event on IABtv here: www.youtube.com/iabtv.