The Rundown: CTV platforms and ad-supported streamers kick off NewFronts Day 1
Digiday’s NewFronts coverage is presented by Amazon.
The Interactive Advertising Bureau’s four-day NewFronts digital video ad pitch-palooza kicked off Monday with a commingling of TV and technology. TV and tech companies, including Amazon, Fox’s Tubi, NBCUniversal’s Peacock and Vizio, talked up the coming together of traditional TV and streaming.
In addition to the typical programming reveals, the announcements revealed new products designed to insert advertisers into the programming as well as to evaluate the performance of advertisers’ streaming campaigns.
Despite a surge in streaming viewership over the years, though, traditional TV is still taking the bulk of ad dollars, according to IAB’s latest report on video ad spend. Digital video, it seems, is still in the buffering stage, not unlike the start of the IAB NewFronts, which were delayed by nearly 20 minutes due to issues with the live stream to audiences tuning in from afar.
The key details:
- YouTube brings creators onstage to discuss how they work with brands.
- Peacock announced two new ad products, moving Bravo shows to its platform, updates to the app’s interface, and the latest with its exclusivity deals with Universal Pictures and Lionsgate.
- Vizio debuted an analytics suite of tools to help advertisers plan, target, measure and optimize multi-platform campaigns.
- Tubi will add more than 100 original titles in the next year, expand its relationship with Nielsen and is touting its ability to analyze audience and contextual data around “content clusters.”
- Amazon announced new programming and advertising opportunities for its streaming services, including Prime Video, Amazon Freevee and Twitch.
- Connected TV ad spend is expected to double in 2022 from 2020’s CTV ad spend, according to an IAB report released Monday.
YouTube
YouTube, which decided this year to be in both the upfronts and the Newfronts, held a presentation in collaboration with consulting firm MediaLink, to discuss best practices and opportunities of working with creators, such as the importance of segmentation and targeting so that the content matches the audience’s values, developing a long-term relationship with a creator, as well as trusting the creator to know how to speak to the audience a marketer wants to reach.
“Knowing who you want to work with, and trusting them and letting them drive the car and get it right within clear briefs is really critical,” said Sophie Kelly, svp of the North America whiskeys portfolio at Diageo, during a panel discussion.
YouTube also announced an exclusive deal with Paramount to livestream the “Top Gun: Maverick” movie premiere on Wednesday. It’ll use YouTube’s new “Live Redirect” feature to send audiences from Paramount’s 150 YouTube channels to the livestream in real time.
YouTube creators like Cassey Ho and Collins Key were invited onstage to discuss the successful businesses they have built by working with brands, and the traffic and conversions they have delivered to brands. Ho’s brands Blogliates and PopFlex are “both their own eight-figure businesses, and each one doubled sales year-over-year,” she said. Key pointed to a recent campaign with Invisalign, which included five videos, driving 2 million views and “delivering over 500% of website traffic …read more
Source:: Digiday