With perhaps its boldest bet yet, YouTube is going directly after traditional television advertising dollars with 40 new programs exclusively for the platform. And advertisers appear to be coming back to the fold after brand-safety concerns rocked YouTube several weeks ago.
It didn’t take long to get NewFronts fatigue. The New York Times kicked off the two weeks of presentations with a more-than-two-hour pitch to agency executives and marketers parading its journalists in the way other digital publishers might show off their social influencers.
Forget the glitz. This year’s NewFronts are all about digital publishers taking their medicine: Mounting concerns about digital advertising are sending advertisers into the Digital Content NewFronts less interested in dazzle than ever before.
Warner Bros. Digital Networks, which acquired Machinima last fall,says it will not participate in the NewFronts this year, joining Yahoo, BuzzFeed, AOL and Fullscreen. Instead, the publishing companies will hold their own events for advertisers and clients.
Several media companies have scaled back or pulled out of the NewFronts, as some industry executives question the effectiveness of the events, which have been billed as digital media’s answer to the TV upfronts.
The New York Times will kick off the 2017 NewFronts with a presentation the morning of May 1, 2017 and Mashable will wrap it up the afternoon of May 12th, according to a calendar released this morning by the Interactive Advertising Bureau.