NewFronts Day Two: YouTube, Vevo, Verizon Media, Spectrum Reach, MAGNA and More

The Big Message The marketplace of unscripted programs and programming services will continue to grow as the general public especially the 1834 demographic exercises viewing habits through smart TV sets and connected devices As those habits mature it39s critical for advertisers to run their messages in the most suitable content possible and give viewers the option to request further information on their products or order them on the fly through interactivityHost Maria Menounos joined for this goround by Digiday senior media editor Tim Peterson Once again Menounos kept the agenda on track in a bright poised manner She continues to have an easy rapport with her cohosts and Peterson39s laidback manner injected a lot of fun and play to the backandforth segments Anyone calling quotTake on Mequot their favorite music video of all time gets a thumbsup from hereWhat Worked Kicking things off with YouTube39s annual Brandcast which over the last decade has become one of the best annual showcases of its kind inperson or virtually It39s always imaginative in format and execution and yesterday39s effort was no exception Led by host Hasan Minhaj Brandcast 2021 turned one of the biggest sound stages around into a playground for a variety of YouTube creators complete with a train track operating in the center of the floor Think PeeWee39s Playhouse to the ultimate degree Their big message YouTube is as smart a smart TVdistributed medium as anything out there quotIt39s becoming indispensable to millionsquot declared one creator quotIt39s a place built on a culture of sharing a culture of communityquot For the second year YouTube allowed NewFront attendees the option to customize Brandcast segments in advance and this time around invited viewers to choose what39s next several times in a preshow sequenceWhat Also Worked Channel Factory39s quotCF Idolquot segment where ad reps watched a trio of content clips then asked if they would place commercials next to those clips If yes give a check If no give an X in Family Feud fashion Extremely inventive and entertaining approach to covering the topic of brand safetyWhat Didn39t Work Spectrum Reach and MAGNA39s joint presentation based on new consumer research over how viewers react to specific commercials placed on specific programs The main conclusion When you match TV content with ads in a contextual way the ads get better results in some cases two or three times better than under normal circumstances A classic case of all tell no show Instead of having Spectrum and MAGNA39s executive reps go backandforth via Zoom with the findings incorporate an example or two of a program segments matched with a compatible commercial A simple way to turn a presentation from boring to engagingData Points Thirtyfive percent of ad buyers responding to a new Interactive Advertising Bureau IAB survey expect to increase their smartconnected TV expenditures this year At the same time 73 percent of ad buyers already with smart TV in their spending plans will shift dollars from broadcast and cable Also 60 percent of all advertiser officials surveyed give smart TV setdevice makers and content providers high ratings in creating a brandsafe environmentNewsYouTube39s Originals unit will deliver new unscripted miniseries featuring Will Smith and Alicia Keys in the second half of 2021 along with Ice Cold a profile of a hiphop jewelry business and Recipe for Change a special celebrating AsianAmerican culture and trendsetters At least one interactive ad format will be introduced on a regular basis where viewers can request further productservice info over their smartphones via their remote or voice controlConde Nast has a GQGQ Sports linear channel in the works expected to premiere during the 202122 season Seventyfive series running on web sites mobile andor connected devices will get new episodes with 50 new series pilots in various stages of development Watch out for more live event specials including a multihour Super Bowl 2022 preshowVevo is enhancing the ways viewers engage with music videos in the living room They39re continuing to grow and mature in the CTV space with expanded partners and programming including linear channels New products such as Moods Momentsamp160and Concierge are now available for brands to tap into Billie Eilish closed the show with an exclusive interview and performanceBroadcast station group Tegna will expand content from its Locked On sports podcasts covering individual pro and college sports teams to smart TV applications programmed on the company39s 54 stations A national Locked Out smart app is a late 2021 possibilityExpect Verizon Media to do a deep dive with immersive parenting cooking and shopping experiences powered by 5G and augmented reality technology One question When Verizon Media becomes Yahoo under its justannounced 5 billion purchase by Apollo Funds will their content continue to be available mostly through mobile or expand into smart TV carriageParting Words quotHuman beings around the world need quality storytelling We will create culturedefining programming that is timelessquot Agnes Chu Conde Nast Entertainment39s new presidentquotWe39re moments away from an era amp8230 where everyone around you is a chooseyourown adventurequot Ver Nigel Tierney head of content for Verizon Media division RYOTClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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NewFronts Day Two: YouTube, Vevo, Verizon Media, Spectrum Reach, MAGNA and More

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