Inaugural Online Video NewFront Season Begins

周四, 4月19日, a major development in 在线 video -- the first digital content newfront season -- began. 这个为期两周的赛季开始于 Hulu的展示, will consist of 19 events in New York City where 在线 video creators announce planned shows to marketing executives and advertisers. They'll be looking for early advertising commitments, as well as partners for branded series.

As 在线 video attempts to siphon ad dollars from television advertising, 新战线是一个重要的里程碑. This is the industry announcing to advertisers that the time is right, 优质在线视频有内容, 星星, reach to fit in with their national advertising campaigns.

The season is an evolution from the annual 数位新前线会议2008年首次举办. This year, 该服务 announced it was partnering with Hulu, 谷歌, 美国在线, 微软, 雅虎创造一个为期两周的展示季. 不久之后，其他13家公司，包括 PopSugar, DBG, Vevo, 合金的数字, 迪士尼互动, IAB, nbc环球宣布他们也将参加.

"The DCNF [digital content newfront] is about 高质量的内容 at scale and original 在线 video and programming. 消费者想要高质量的内容. 品牌需要高质量的内容. And agencies want to connect brands with consumers 在高质量的内容. The DCNF creates a standard for this digital marketplace as it rises in prominence and helps better connect brands with consumers,乔丹·比特曼说, 该服务高级副总裁.

The IAB (Interactive Advertising Bureau) will host an event where it 展示s upcoming content from humor sites 搞笑或死亡, 洋葱, 《每日. 喜剧吸引年轻观众, 塞内卡·马德指出, IAB的行业倡议主管, so hosting a newfront seemed like a good opportunity to drive ad buying.

"We thought it made a lot of sense for us to participate this year. Digital video is increasing in its market share and demand. We're finding that agencies and marketers are largely providing original advertising for video,马德说。.

While content creators are confident of the reach and targeting ability of 在线 video, there's a feeling that marketers and advertisers aren't yet on board. To help that along, the newfronts will also play an educational role.

"We hope to provide a platform for our members to provide a slate to the advertising community, to take advantage of the event that this fortnight is creating, to bring more marketers an understanding of digital video,Mudd补充道。.

That education won't be completed in two weeks, Ran Harnevo解释道, 美国在线视频公司高级副总裁.

"I think it's the beginning of, I would say, a two to four year education process. The phrase '在线 video' is not going to go away very soon. 什么是在线视频?哈内沃问道. "We have content on TVs already, just not on the subscription of Time-Warner. We have apps, we have almost every connected TV device, we have scale already on the big screen. We are very successful on mobile: iPads, Androids, iOS.

“我认为NewFront的精髓在于, 一个, to start educating marketers that the difference between traditional TV and the 在线 video industry is getting vaguer and vaguer. Number two, we need to prove a point that some inventory is worth buying in advance," says Harnevo.

查看所有的新战线在线. This site will bring detailed coverage of the 微软, 美国在线, 雅虎, 该服务, IAB, 以及谷歌正在进行的活动.