NewFronts West 2019: Trends Report - PM POV

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NewFronts West 2019: Trends Report - PM POV
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NewFronts West 2019: Trends Report
NewFronts West 2019: Trends Report - PM POV
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  2019 NewFronts West: What They Are & Why They Matter

The IAB’s second-ever NewFronts West was held on
September 11 and 12 at NeueHouse Hollywood,
and this year’s event featured the theme:

“Relationships Matter. Take a Stand!”
Creators, traditional celebrities, brands, agencies,     “Hollywood is known as the center of the entertainment
                                                             world—it’s a place that understands and values
and publishers convened to share insights and             storytelling. This is why we are bringing the NewFronts
explore the latest innovations in the digital content    back to L.A., connecting content creators and brands to
                                                         explore how to tell stories that speak to the causes and
space.                                                    issues that consumers care about in these polarizing
                                                                                    times.”
And this was all made possible by one of our own
agencies, Digitas, who created the original                                  Patrick Dolan
NewFront back in 2008. In 2012 Digitas co-founded                              President
the Digital Content NewFronts as we know them
today…
NewFronts West 2019: Trends Report - PM POV
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EVERY PRESENTATION (IN FIVE WORDS OR LESS)

          The importance of consumer   Empowering voices of new          Equal Gender Representation
          trust                        majority                          throughout organization

                                       People connect deeply with        Podcast advertising evolving
          Music is meant to be live
                                       UGC                               quickly

                                       Connected TV Delivering on Ad
          We make stuff that matters                                     Music videos always in style
                                       Spend

          Foundation for a premium                                       Always inspire others through
                                       Immersive content is the future
          advertising marketplace                                        kindness

          How consumers comprehend                                       Where cutting-edge culture
                                       Social is the new reach
          your ads                                                       meets passion
NewFronts West 2019: Trends Report - PM POV
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TOP FIVE THEMES

            Content Mirrors Society:
Representation, Vulnerability, Authenticity, Purpose

                                                       Online Video Is Now “TV”

                 Blurred Lines
   Traditional Celebrities & Social Influencers

                                                        Music As a Medium:
                                                        More Than Just Audio
            Podcast Differentiated:
         The Brand Story Becoming Clear
NewFronts West 2019: Trends Report - PM POV
Content Mirrors Society: Representation, Vulnerability, Authenticity and Purpose

NewFronts West 2019 was not immune to the realities of our current social and societal
climate. Both in front of the camera and behind it, representation was front and center. BBC
News highlighted the 50/50 project, an initiative that aims for at least 50% female
representation in all areas of BBC content. Gender representation was the most prevalent
topic, but the representation gap between various segments of society were highlighted
throughout. Digitas’ Scott Donaton led a panel discussing 5B, a feature length documentary
about the world’s first HIV hospital ward in 1980s San Francisco, while SoulPancake leaned
into “impact entertainment,” specifically citing the 70MM domestic workers (ie. elderly
caregivers, nannies, etc) that have no workers’ rights in the US.

Vulnerability was also a consistent theme throughout NewFronts West. Jamie Lee Curtis
opened NewFronts West with a discussion about the importance of showing vulnerability
and how that fosters a stronger bond between content creators and an audience. This
theme continued throughout, but the most poignant moment was Rainn Wilson asking the
audience to Google search “College makes me feel…”; the top auto-completed results:
”depressed,” “like a failure,” “lonely” and “stressed.

Takeaway: Marketers should take cues from society-at-large when developing a content
marketing strategy that will engage today’s attention-deprived consumer. As Scott Donaton
sums up perfectly, the most impactful branded experience is “content that is worth a
viewer’s time and a brand’s investment.” In 2019, society’s passion is aligned with:
representation, authenticity, vulnerability and purpose. Marketers should take notice!
NewFronts West 2019: Trends Report - PM POV
Blurred Lines: Influencers & Traditional Celebrities

One of the key trends we saw in 2018 was the migration of social influencers beyond the
walls of social. Many top influencers expanded their footprint to television, feature film, and
more. That trend has continued, to a lesser degree, in 2019, but the new trend is almost
exactly the opposite.

More than ever before, traditional celebrities are looking beyond their core outlets and
pursuing digital-native ventures. This is not an entirely new phenomenon, as Ellen
DeGeneres illustrates clearly. Ellen successfully transformed an hourlong TV show into a
digital empire that reaches 215M cross-platform followers, has produced 29 original video
series and features an app-based gaming empire played by nearly 60M people.

Replicating that level of success will be difficult, but traditional celebrities are following suit
to a much smaller degree. For years, Hollywood by-and-large viewed digital as a second-rate
frontier. But, as social influencers continue to grow their share of the overall “popularity
pie,” the entire concept of celebrity has changed. Paraphrasing CAA’s David Freeman, the
mentality amongst Hollywood’s elite has shifted dramatically, and the general sentiment is
“evolve or face irrelevance.”

Takeaway: Historically, a brand’s access to leading celebrities was limited to seven-figure
payouts and :30-:60 second commercial spots. Influencer marketing allowed brands to
develop authentic relationships with influential people in a user’s native environment.
These two worlds are merging, and that opens up tremendous opportunity for marketers to
align their message with celebrities in ways we did not think were possible three years ago.
NewFronts West 2019: Trends Report - PM POV
Podcast Differentiated: The Brand Story Becoming Clear

Podcasting continues its phoenix-esque rise across consumers, media companies and
marketers. The big question since podcasting emerged from the ashes has been: Why now?
Podcasts have been around since 2004, but only over the last two years has the medium grown
into the powerhouse it is today.

The reason is fairly straightforward: Consumers are streaming television ad-free, DVR’ing past
commercials, ignoring terrestrial radio ads, and are increasingly blind to banners, newsfeed ads
and most other forms of disruptive ads. However, according Art19, podcast consumers listen to
at least 85% of every podcast they subscribe to and they pay more attention to podcast ads than
any other ad format.

Podcasts also thrive where other formats fall short: the fusion of depth and mobility. Podcast
listeners are generally well-educated and affluent; they want to go deep on topics that matter to
them and they want to go deep while simultaneously on-the-go. Video simply cannot be
consumed by the average person while on the move.

Another underrated aspect of the increased demand for podcasts has been investment in ad
capabilities. Art19 boasts 10,000 targetable segments, from “light beer drinkers” to “shop at
Nordstrom” to “I prefer cooking at home vs fast food.”

Takeaway: In 2018, it was difficult to articulate the true value of podcast advertising.
Fortunately, increased interest and investment has led to a quick evolution in capabilities for
marketers. It may not be the best medium for every brand, but for marketers looking for curious
and loyal customers, podcasting is growing more attractive with each passing day.
NewFronts West 2019: Trends Report - PM POV
Online Video Is Now “TV”

All digital video is consumed on three form factors: PC, Mobile or Connected TV.
According to Innovid, 60% of digital video was consumed on PC in Q1 2016; that figure
fell precipitously to 25% by Q1 2019. Mobile video consumption peaked in Q1 2017 at
50%, and has seen 1-2% annual decline since then. On the flip side, only 7% of digital
video was consumed on CTV in Q1 2016; that figure increased to 32% in Q1 2019 and
shows no signs of slowing down.

Content creators have taken notice of viewers’ shifting habits, and are vastly increasing
their programming for the living room. Jukin Media, for example, has launched seven
CTV platform partnerships to date, and now generates 287M monthly minutes watched
and an average watch time of 50 minutes. AT&T has taken it a step further, pairing
subsidiaries Xandr and CNN Courageous Studios together to produce, distribute and
measure powerful storytelling on the largest screen in the house.

This is only the tip of the iceberg. Between now and April 2020, the CTV/OTT market
will see new entrants, such as Disney+, AppleTV+ HBO Max, and NBCU’s Peacock.
Some are ad-supported and others are not, but the message is clear: The living room is
back in style.

Takeaway: The term “TV” has traditionally been considered synonymous with linear
television. However, with the rise of OTT, consumers now think of ”TV” only as the
physical screen in one’s living room; whether content comes through the glass via
coaxial cable or broadband internet no longer matters. This has major implications for
brands, as CTV/OTT is and will continue to be the fastest growing form factor for digital
video. Marketers should follow the viewers’ lead and invest in a digital content strategy
that is truly cross-screen.
NewFronts West 2019: Trends Report - PM POV
Music As a Medium: More Than Just Audio

Music’s role in popular culture continues to grow beyond the walls of audio. MTV ushered in
the multimedia era of music in the 1980s, but little innovation took place in the ensuing years.
Only in the last few years, as music festivals have grown into one of the fastest-growing areas of
entertainment, did music’s real potential come to the surface.

Vevo took the music video baton from MTV and has developed a video business viewed by 30M
users every day. Scale is part of the equation, but the data shows that audience diversity is
where music really excels; of the 130M people that consume Vevo music videos in a given
month, 18M are African American and 25M are Hispanic.

Music is also a clever medium for brands to tap into societal moments. For example, in the 72
hours following the 2016 election, YouTube views of REM’s “End of the World” skyrocketed
2855%. Leading up to the 2017 eclipse, Bonnie Tyler’s “Total Eclipse of the Heart” music video
views spiked 410%.

Lastly, music is an ideal medium for live video as festivals grow in numbers and prominence.
Live X Live has created LiveZone, which is described as ESPN College Gameday for music
festivals. The company is also partnering with the MTV VMAs to create the “Live Music Awards”
and announced several original video series starring some of music’s biggest names.

Takeaway: In the words of Fuse Media’s Jason Miller, “music culture is driving youth culture.”
As marketers look for entertainment mediums that check many boxes on the media strategy
checklist, music is a versatile and generally safe area for investment. And as more media
companies invest in music programming, the opportunities for brands will continue to grow
more dynamic.
NewFronts West 2019: Trends Report - PM POV
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