Not quite a decade old, the Digital Content NewFronts \u201chave matured quite a bit\u201d in the past few years, providing a bigger platform for the raft of digital content and tech providers to mingle with agencies and brands.<\/p>\n
It\u2019s a gathering where agencies and their clients size up trends in consumer technology, content consumption and distribution to \u201chelp tell stories together on those platforms or through those vessels or through things that maybe haven\u2019t peaked yet,\u201d says Adam Shlachter, President of Global Innovation at Publicis Media.<\/p>\n
The ability to bring all of these fully or partially formed elements together for collaborative building is a far cry from other events described by Shlachter a \u201cshowcase of reels and demos and sneak peeks of things that may or may come to light.\u201d<\/p>\n
With so much to cover during the annual Digital Content NewFronts<\/a> presentations, he\u2019s looking for what\u2019s actionable, most impactful and will help marketers transform their business and brands.<\/p>\n This can happen through new platforms, new partners or \u201cnew voices\u201d to help tell marketers\u2019 stories and connect with consumers \u201cin new and better and more defined ways,\u201d Shlachter<\/a> says.<\/p>\n Also maturing a bit is Snapchat, along with its audience, according to Shlachter. Snapchat most recently revealed a deal with Moat to be able to provide a viewability score for its advertisers, as ADWEEK reports<\/a>.<\/p>\n \u201cThere\u2019s no shortage of content,\u201d he says. What\u2019s key is to understand how it works more seamlessly between platforms \u201cbecause content doesn\u2019t exist on just any one place anymore.\u201d<\/p>\n We interviewed him at the Digitas NewFronts event.<\/p>\n