As the saying goes: "If you stand in the same place, your view will always be the same."
In 2012, leaders of the communications and marketing industry synchronized and took one giant step 45 degrees to the right. This new "view," inspired by the networked and socially active consumer, created the Digital Content NewFronts (DCNF) founded by AOL, Digitas, Google/YouTube, Hulu, Microsoft Advertising and Yahoo!
The Digital Content NewFronts presents high-quality online video at scale, as it rises in prominence in the eyes of the people who matter most to marketers—music fanatics, sports enthusiasts, celebrity loyalists, entrepreneurs, new moms, mall haulers and teenagers.
Consumers are engaged, powering the growth of online video, and providing brands an increased opportunity to connect more deeply with them through online video content. A recent Digitas survey revealed that 63 percent of U.S. adults look at online content while watching television and that 46 percent of online video viewers are likely to look up a brand participating in that video. Video ads in March 2012 topped 8 billion for the first time on record, according to comScore. Consumers are talking; Digitas is listening—and has been since 2008, the year of its first NewFront.
The NewFront is designed for one simple purpose: Shine a bright spotlight on a market space where great online programming thrives, and where "brands meet content." More broadly, the Digital Content NewFronts—17 events spanning two weeks—stands out because each partner has chosen to stand up for high-quality online programming and for the consumers who demand it.
With almost 1,000 attendees and more than 4,000 social media conversations, the fifth annual Digitas NewFront showcased the best and brightest digital content players and provided insight into the possibilities that online video offers—from video blogs to online blockbuster fi lms. It also illustrated how longer-form digital content continues to make inroads into primetime viewing and how distribution channels morph with the arrival of mobile, tablet and social interactions.
In a world where a single moment can ignite a movement, it is an exciting time for the industry—a time to unleash the possibilities to audiences through real, memorable, digital programming.