In a series of events that's sure to change the face of digital media, Hulu, AOL, Microsoft Advertising, Digitas, Yahoo, Google/YouTube, and more are teaming up for the Digital Content NewFronts (DCNF) in New York City from April 19 to May 2. The idea for the NewFronts, a variation on the TV upfronts, began with Digitas and has now grown into a nearly two-week-long digital media fest. And the industry is buzzing with questions. We all know that online video is booming, but we want to know how TV networks fit in, how advertising will change -- and how the dollars will shift.
The web used to be the place to watch shorter bits of video content, but that is changing. According to comScore, in the past year the average duration users watched online video went from 5.1 minutes to 6.2 minutes. Hulu and Netflix are now creating original TV-quality shows, not to mention the fact that YouTube no longer caps its videos at 10 minutes. In other words, online video is beginning to gain on TV.
In a recent Ad Age article, John McCarus of Digitas said, "What you're going to see is a massive commitment to long-form programming, TV quality at scale." But the big question is whether TV dollars will move to digital or digital will simply become TV.
Stay tuned for more iMedia coverage of the NewFronts, including a live stream of the Digitas event on Thursday, April 26, from noon to 6 p.m. EST (9 a.m. to 3 p.m. PST).
Here's the DCNF lineup:
Always something new to watch.
There's more to the story.
Tell your story. Take it places. Get people talking.
It happens on Yahoo!
Big Content: From Video Bloggers to Blockbusters.
Google Presents, YouTube Brandcast.
And don't forget POPSUGAR, DBG (Digital Broadcasting Group), VEVO, Federated Media Publishing, Alloy Digital, Disney Interactive Media Group, DECA, IAB, ADWEEK NexTech, NBCUniversal Digital Media, International Academy of Web Television, and MiTu. Check out the full schedule for more details.
Chloe Della Costa is an editor at iMedia Connection.
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NewFronts image sourced from digitalcontentnewfronts.com.