It would have been fun to see fractious interviewer Piers Morgan assembly Mashable Editor Adam Ostrow, or to see if Tom Hanks and a Yahoo! executive have anything in common. (They do.) This was Digital Content NewFronts, a two-week eventuality in New York that wraps subsequent week, and that brings together brands, marketers, distributors, and talent to try (and sell) digital calm and media opportunities. These are most like a TV upfronts, though instead a â€œnetworksâ€� enclosed AOL, Google/YouTube, Hulu, Microsoft Advertising, Yahoo! and Digitas.
It was Digitas, a integrated code agency, that brought those online competitors together for a initial time, this year. As MediaPost blogger David Goetzl describes it, any of those properties in a upfront done transparent â€œhow they are charity ROI opportunities identical to, or even potentially one improved than, TV.â€� AOL announced that it would offer TV-style guarantees of impressions, by regulating sum ratings points, and it denounced a TV-style â€œprogramming slateâ€� that looks most like a things we see on HBO and Oxygen (e.g., â€œFetchingâ€� that is scripted by a â€œSex and a Cityâ€� writer, and â€œDigital Justice,â€� covering cyber crime a approach â€œThe First 48â€� does).
Yahoo! announced a third line-up of strange video programming targeted during men, including a speak uncover hosted by Jeff Goldblum; “Stunt Nation”; a dispersion module called “Kaboom”; and a daily uncover called “The MANual.” Among a reduction macho offerings, “Katie’s Take,” a web-only weekly uncover debuting on May 1.
But Can They Guarantee Success?
With numbers like 1,557,832 ad impressions in a month (comScore information for Hulu from February), they do. And Tom Hanks is bypassing network radio to move his producing talents ( â€œBand of Brothersâ€� and â€œJohn Adamsâ€�) online during Yahoo! where he will combine on â€œElectric City,â€� a 90-minute uncover damaged down into eatable brief video segments. â€œWeâ€™re looking for a initial digital blockbuster,â€� pronounced Yahoo video conduct Erin McPherson, as reported in Adweek. â€œWeâ€™re looking for that Michael Bay or Jerry Bruckheimer of a Web.”
And in further to AOLâ€™s GRP promise, Hulu betrothed in a upfront that advertisers will compensate usually for pre-roll and in-stream ads that run to 100% percent completionâ€”aping TV. Huluâ€™s strange programming includes â€œBattleground,â€� a sitcom about a Senate debate that premiered in February; â€œA Day in a Life,â€� a luminary documentary array from Morgan Spurlock; and â€œUp to Speed,â€� set to premiere this summer, from filmmaker
Goetzl called a NewFronts a â€œrookie success story.â€� Whether or not AOL, Yahoo! or Hulu remonstrate marketers to change their dollars online, time will tell. â€œBut, a first-annual array of events have already been a outrageous success from a selling perspective.â€�