Views from 6th Digital Content NewFronts – digital and linear spaces are converging

Posted May 17, 2017 by Rashmi D @ 4:59 am

Media buyers said they planned to allocate 40% of original digital video budgets at this year’s NewFronts, up from 37% last year

Digital Content NewFronts

Over the last couple of weeks, at Digital Content NewFronts 2017, in New York, as many as 32 digital publishers presented a wide range of content packages and insights into the behavior of their audiences. The fortnight-long NewFront events provided a marketplace to media buyers and sellers to network and build partnerships extensively. This is the sixth edition of what is undoubtedly one of the biggest events of the year for digital video, where digital video publishers got first hand clues on how to develop an effective sales presentation in the NewFront/Upfront format. Spending on OTT advertising has increased exponentially, even as digital and linear spaces have begun converging, more than ever, while presenters like Hulu are leading the field with streaming videos.

At this year’s NewFronts, industry professionals also got an idea of the technology, trends and content that will sustain the interaction surrounding digital video for the current calendar. In a recent ad buying study, media buyers said they planned to allocate 40 percent of original digital video budgets at this year’s NewFronts, up from 37 percent last year. This increase reflects the growing demand for digital video and also the strength of NewFronts as a vital platform which motivates media buyers and marketers to make win-win deals that are helping in faster growth across the original digital video segment.

If VR content and VR-designated studios took center-stage at NewFronts 2016, this year, it was brand safety at the forefront mainly because it matters a lot to game changing enterprises. Biggies like New York Times and YouTube set aside their scale and focused more on how they are improving brand safety, while displaying more transparency on measurement. NYT made a presentation titled, “Truth + Dare” which explained how it gets to the truth; this was projected at brand managers to try and tell their own stories with similar ethical efforts. YouTube, too, preferred to bypass its staggering viewership numbering over a billion hours every day, and spoke of winning the trust of brands. Most media owners conveyed the message that brands will face much less risk when working directly with publishers.

Filed under: TV-Video

Advertisers Now Prefer High Precision Interactive Ads on Streaming Platforms

Posted April 24, 2017 by Rashmi D @ 4:53 am

The aim is to target not just the audience but optimize the communication and offering to specific needs that offer value to viewers

Will the rise in streaming platforms change their strategies if viewers leave the room when ads appear on traditional TV? Advertisers are doing all they can to keep up with changing viewer behaviors even as technology around TV keeps advancing and evolving. How about targeted and interactive ads for viewers to engage with rather than ignore? There are companies like BrightLine and true[X] that have tried to solve the problem by creating such ads. During the 2016 NewFronts presentations, BrightLine announced a major partnership with Hulu, the Walt Disney backed video-on-demand service that is based on subscriptions. BrightLine specializes in creating interactive and targeted advertising for a cable streaming audience that uses Apple TV, Roku devices, Amazon Fire TV, and other smart TV options.

What exactly are targeted ads anyway? A targeted ad will consider a viewer’s location and the prevalent weather conditions there to present the viewer that s/he might be most interested in at that point of time. So, if the weather is hot and sunny the ad will present sunscreen; similarly, if the weather is humid, the ad that pops up could be for a frizz control shampoo. There are also other types of ads that BrightLine has created. For instance, a BMW ad it created was configured for certain smart TVs. Here’s how the spot plays – in the lower part of the screen, viewers have the option to toggle between different colors of a BMW X1.

Advertisers are increasingly opting for this kind of precise communication that adds value to the viewer’s experience rather than walking him up the garden path only to disappoint him with something that he’s least interested in. Peter Naylor, SVP of ad sales for Hulu, has a very clear opinion about viewer experience and how advertisements can enrich it. “One of the great promises of data informed targeting isn’t just increased efficiency for the marketer, but a more relevant experience for the viewer. Whether you’re a streaming service or in the traditional cable business, delivering relevant ads is key. Viewers don’t hate ads, they hate irrelevancy.”

Filed under: TV-Video

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