Sometimes with digital video, shorter is the best way to engage with viewers. With its just-completed Digital Content NewFronts 2018, the IAB \u201cwent back to its roots for a week\u201d and had one of its best years yet, says Anna Bager, EVP, Industry Initiatives.<\/p>\n
\u201cGreat presentations, the right amount of great content, sales, customer engagement. I really thought it was extraordinary,\u201d Bager says in this interview with Beet.TV.<\/p>\n
For the first time, the IAB will hold a second NewFronts event this year. Titled the Digital Content NewFronts West<\/a>, it\u2019s scheduled for Oct. 9 and 10 at NeueHouse in West Hollywood, a central location for all media presentations.<\/p>\n Of the New York event, Bager<\/a> talks about common themes that were unique to 2018. \u201cI think there was a clear tendency to talk about diversity, diverse content,\u201d she says.<\/p>\n In her NewFronts speech, Bager told the audience that for brands these days, \u201cIt\u2019s about creating movements, not just moments. And with digital video, you can really, truly do that. The platform is so impactful.\u201d<\/p>\n Other highlights for Bager were themed events like Meredith Corporation\u2019s Help Puerto Rico effort and Hulu\u2019s Huluween programming, along with Hulu\u2019s ability to dynamically insert ads into its live television service, as ADWEEK reports<\/a>.<\/p>\n \u201cYou can kind of see that the industry through the lens of the NewFront is growing up and knows what it\u2019s doing and really starting to think about the audience that\u2019s out there,\u201d says Bager.<\/p>\n In West Hollywood, the focus will be on branded and sponsored content and how brands and media companies can work together to \u201ccapture those moments that mean something to individuals that can help brands build more direct connections with their audience. So we\u2019re really excited about that event.\u201d<\/p>\n