The Digital Content NewFronts has moved from conference to marketplace, with more emphasis on selling amid record attendance. Major themes emerging this year thus far range from OTT to mobile video, brand safety to Gen Z and how content gets distributed to audiences.<\/p>\n

According to Anna Bager, \u201clots of deals\u201d have taken place since the NewFronts<\/a> kickoff on May 1. \u201cThe NewFronts is definitely a marketplace. Brands are here to consume content, to evaluate it, to talk about it and essentially in the end to buy it.\u201d<\/p>\n

The SVP & GM, Mobile & Video, for the Internet Advertising Bureau says the marketplace theme has been evident in this year\u2019s proceedings as \u201cthe presenters are geared up to really sell. It\u2019s not as much of a conference anymore.\u201d<\/p>\n

Bager notes a \u201chuge focus on OTT, mobile video and brand safety,\u201d as trusted, safe content \u201chas really been a theme that we\u2019ve seen throughout\u201d all of the NewFronts. There\u2019s also been a bigger emphasis on live events, a big focus on women\u2019s issues and Gen Z, which is this year\u2019s Millennials of last year.<\/p>\n

\u201cAnother interesting thing that started last year but that we\u2019ve really seen big this year is the talk around distribution. How is your content going to be distributed how are you going to reach an audience,\u201d she says.<\/p>\n

Bager advises people to move beyond thinking about mobile devices as merely conduits for short-form, snackable content. \u201cIt\u2019s a long-form video device where you may not consume content in the same way as you do” on any other screen.<\/p>\n

\u201cAs we\u2019ve expected we\u2019ve seen record attendance\u201d in an environment where marketers can pursue \u201ctrue, impactful branded content so that brands can be more involved of the actual process of the content production,\u201d says Bager.<\/p>\n

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The Digital Content NewFronts has moved from conference to marketplace, with more emphasis on selling amid record attendance. Major themes emerging this year thus far range from OTT to mobile video, brand safety to Gen Z and how content gets distributed to audiences. According to Anna Bager, \u201clots of deals\u201d have taken place since the […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6368],"tags":[6091,6250,6389],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45937"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=45937"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45937\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}