Just What Is A "NewFront?" And Should Brands Be Interested?

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 “networks� 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 “how they are charity ROI opportunities identical to, or even potentially one improved than, TV.� AOL announced that it would offer TV-style guarantees of impressions, by regulating sum ratings points, and it denounced a TV-style “programming slate� that looks most like a things we see on HBO and Oxygen (e.g., “Fetching� that is scripted by a “Sex and a City� writer, and “Digital Justice,� covering cyber crime a approach “The First 48� 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 ( “Band of Brothersâ€� and “John Adamsâ€�) online during Yahoo! where he will combine on “Electric City,â€� a 90-minute uncover damaged down into eatable brief video segments. “We’re looking for a initial digital blockbuster,â€� pronounced Yahoo video conduct Erin McPherson, as reported in Adweek. “We’re looking for that Michael Bay or Jerry Bruckheimer of a Web.”

And in further to AOL’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 completion—aping TV. Hulu’s strange programming includes “Battleground,� a sitcom about a Senate debate that premiered in February; “A Day in a Life,� a luminary documentary array from Morgan Spurlock; and “Up to Speed,� set to premiere this summer, from filmmaker

Goetzl called a NewFronts a “rookie success story.� Whether or not AOL, Yahoo! or Hulu remonstrate marketers to change their dollars online, time will tell. “But, a first-annual array of events have already been a outrageous success from a selling perspective.�

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