NewFronts Day Four: TikTok, Peacock, Open AP, Ellen Digital Ventures, Reese Witherspoon and More

The Big Message Whether advertisers dip far more dollars into mobile outofhome or smartconnected TV ventures they39ll find playgrounds willing to allow experiments in creative campaign commercials and formats that get wide acceptance by various demographic audiences At the same time look for print publishers like Meredith and Penske Media to catapult the number of video series they make in the months ahead that will play over multiple platformsHost Maria Menounos joined live from Nigeria by People TV host Lola Ogunnaike Menounos again demonstrated her ability to get the most from both the Interactive Advertising Bureau39s multihour assortment of presentations demonstrations and interview segments and her daily guest host Ogunnaike shined with her segment addressing the state of diversity in media and a closing conversation with TV anchorperson turned web entrepreneur Katie CouricWhat Worked Many of the presentations encouraging sponsors and their agencies to be untraditional in their campaign tactics and offering examples that hit the mark with audiences Example TikTok running a clip of one person talking to a friend about buying Hidden Valley Ranch39s new Ranch dressing The moral repeated again and again throughout this segment quotDon39t make ads amp8230 make TikToksquot A highlight of NBCUniversal39s pitch was a Unilever executive introducing multiple ways his company used Peacock from running Dove facemoisturizing product commercials in their Black Voices content to integrating Breyers39 ice cream into a Punky Brewster episode quotNo matter the brand we saw positive resultsquot the executive concludedWhat Also Worked A frank discussion of how content creators of color get along or don39t with advertising collaborations featuring comedy video maker Adam Waheed poetcopywriter Makeda Loney and TikTok creator Jason Linton Bottom line creators of color welcome and appreciate advertising partnerships that dignify and respect their work and their audiencesWhat Didn39t Work The slides on Open AP39s firstever NewFronts segment Thanks to typeface that resembled the bottom line of an eye chart you couldn39t read the information detailed on each slide even those with color bars Marred an otherwise solid overview of Open AP39s progressData Points Eightyeight percent of TikTok users reached for a survey believe they will spend the same amount of time or more there over the next six months Six percent of all US TV advertising dollars go to Spanishlanguage television according to data presented in Canela Media39s first NewFront segmentNewsMeredith which made a deal Monday to sell its 17 broadcast stations to Gray Television for 27 billion will create a new library of series for smart TV and social media distribution all incorporating contributions from their lineup of monthly magazines Among them She Rises about women who are reinventing their lives due to the coronavirus pandemic One ampamp Done with Ayesha Curry showcasing meals made with one pot or pan 3 Ways chefs from three different cities demonstrate different ways to use a single ingredient Home ampamp Upgrade making individual rooms more multifunctional and 21 Days how people commit to breaking bad habits and creating new habits for the betterMore 24hour linear channels will debut over the rest of 2021 from Canela Media devoted to sports kidvid and specific music genres Coming next year on the flagship Canela TV service original scripted series and miniseriesEat the Book the fourpart unscripted series coorganized by Reese Witherspoon39s Hello Sunshine production house KitchenAid and its advertising agency Digitas will premiere on Bon Appetit39s smart TVdistributed service in a few weeks The series teams chefs with authors featured in Witherspoon39s book club projectThree new multiplatform content efforts will premiere from Ellen Digital Ventures during the second half of 2021 Bubble will focus on mothers and motherhood Sage will celebrate strong females out to transform culture and Smile will explore the diversity of everyday heroes nationwideThe next round of unique Peacock commercial opportunities will begin in a few weeks with Spotlight Ads where new messages can run on the service in a time period designated by the advertiser before they play anywhere elseParting Words quotTV buying has become more datadrivenquot Open AP chief executive officer David LevyquotWe39re a pop culture machine with scalequot Nathan Brown new general manager of Ellen Digital VenturesClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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NewFronts Day Four: TikTok, Peacock, Open AP, Ellen Digital Ventures, Reese Witherspoon and More

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