With 37 digital publishers presenting everything from new content packages to insights into their audiences’ habits, the Digital Content NewFronts is about to enter its sixth year. Digital video ad spending is expected to grow to $13.23 billion in 2017, and the two weeks of NewFronts events offer media buyers the chance to kick the proverbial tires on new publishers’ reach.
“This year, we’ll probably see less about the new talent companies are working with and more about the scale and audience these established players have created,” said Alex Stone, Horizon Media’s vp of digital investment. Though a handful of presenters including BuzzFeed, Yahoo and Fullscreen opted out of this year’s events, Stone thinks their departures have more to do with internal issues, such as upcoming mergers or shifting priorities.
“Digital video publishers, this year more than ever, have learned how to balance a good sales presentation in the NewFront/Upfront format,” added Anna Bager, svp and gm for mobile and video at the IAB. “The digital and linear spaces are converging, with presenters like Disney with Maker, CNN and Turner, and Hulu dominating the streaming and OTT world. We’ve become more individual as consumers and that’s where the industry is going, too.”
Here’s a look at four key digital publishers the industry will be paying attention to this year and what to expect from their presentations.