Tegna offered a pitch to advertisers at IAB 2021 NewFronts that amounted to: Trust us, because our viewers already do. The station group — among the first-time presenters at IAB’s annual gathering — emphasized how its local roots intertwined with a renewed interest among Americans in their local communities.
Twitter stressed live content and real-time connection in its presentation at the 2021 Digital NewFronts on Wednesday. The company also announced a slate of new and expanded video-based content partnerships. “Twitter is not only a second screen, but it’s also the first scroll when anything is happening in the world,” said Jen Prince, Twitter’s global head of content, in a recent interview.
Spanish-language programmer Estrella Media said it is launching a third free, ad supported streaming TV channel, Estrella Games. The new channel is part of the “Experience Estrella. Everywhere” strategy the company unveiled at its NewFront presentation on Wednesday and during virtual upfront meetings with advertisers and media buyers.
Among new original show announcements for ad-supported video platform YouTube, its connected TV ads will now offer new functions for advertisers. Viewers can click to go to a brand’s website while still watching a video. The announcement came during YouTube’s IAB NewFronts presentation on Tuesday.
Tegna’s NewFronts presentation showcases the power of local media for reaching audiences at scale in a trusted, brand-safe environment.
Digital video advertising sellers are pretty full of themselves as the annual NewFronts start today and run through Thursday. After a pandemic that accelerated streaming in general and connected TV usage in particular, digital video sellers are no longer pitching their products as just targeting vehicles or reach extenders. No, they’ve gone mainstream, insisting that digital video is now the primary way to reach viewers.
Several new companies will be presenting to media buyers at this year’s NewFronts, including A+E Networks, Amazon, Entrecom, Estrella Media, Penske Media and Vizio. This year’s event showcasing digital video uses the slogan “living the stream” to capture changes in media behavior that were accelerated by the COVID-19 pandemic. The event will be conducted virtually, like last year, and take place May 3 through May 6, the week before the major TV companies are scheduled to make their upfront presentations.