Digitas Expands NewFront Conference, Joins with Google, Microsoft
与它的 NewFront会议 在纽约市, advertising agency Digitas has taken a leading position in the online branded entertainment world. This year, NewFront will expand from a single half-day event to a two week season.
的 main purpose of the NewFront会议 is connecting online video creators with brands that want to sponsor online shows. As Digitas was planning this year's event, 科林·金塞拉说, the CEO for Digitas North America, it learned that several major content creators were planning their own spring events to reach out to brands. Digitas suggested that they work together to create a slate of events.
的 result is that Hulu (April 19), 微软(4月24日), AOL(4月24日), 雅虎(4月25日), and Google (May 2) will all hold their own events, while the fifth annual Digitas NewFront会议 will take place on April 26th.
的 NewFront started as an online alternative to television upfronts. Upfronts allow advertisers to see an upcoming season of shows and make ad commitments. Since online video ad buys are more flexible, advertisers don't need to commit to ad buys in the same way. 的 purpose of newfront conferences (lower case), •金塞拉说, is so creators can sense the demand for programming from brands and get their reactions, allowing them to better plan their investments.
的 conference expansion is a major move for Kinsella, who says that we're entering "a new era of online video consumption and audience size and scale." As the market grows for original online video, 投资也是如此, 节目的质量, and the quality of talent looking to get involved.
This year's Digitas NewFront event will be like those of previous years: a combination of meetings, 演示, and panel discussions that go beyond deals and examine the meanings behind the movement. 的 yearly event positions Digitas not just as a deal-maker for online video, 但是一个思想领袖, 也. This year's theme is "Big Content," looking at how content is now a critical tool in a brand's ability to connect with consumers.
其他五个新战线, 然而, will likely be shorter (two to three hour) presentations of content that the event host is planning. 的y'll give content sites a way to pitch brands on how they'll reach viewers and what titles they plan to release for the year.
的 online video industry "is reaching a point of real scale and impact,金塞拉说, who say that it will be a $3 billion industry in 2012 and a $7 billion industry in 2015. While that's a fraction of the television industry, there's major growth potential.
"This is the beginning of the next real leap for an era of significance of online video versus television,金塞拉说. "2012 will be the year where TV finds online video has arrived as an equal."
相关文章
Turning away from celebrity talks and new product pitches, Digitas delivers a NewFront full of strategies for successfully reaching the consumer.
2013年5月3日
New York will host 19 events in 2 weeks, where content creators announce upcoming online shows to the ad community.
2012年4月23日
Many watch broadcast TV while watching online video, study finds; half would watch videos from favorite celebs.
4月5日
Two-week slate of showcase events shows that interest in advertising with premium online video is booming.
2012年3月29日
Welcome to the new world of online branded entertainment, where major celebrities are partnering with advertisers to create online series.
10月12日
的re are plenty of online video celebs that most people haven't heard of. When buying ad space, get to know them.
7月26日