The Interactive Advertising Bureau has scheduled NewFronts May 3-6, with Amazon replacing Hulu in the annual Digital Advertising Showcase Week.
As was the case with last year’s NewFronts, which were pushed back to the end of June by the coronavirus pandemic, all of this year’s presentations will be live. The week after NewFronts, May 11-13, will be Podcast Upfronts, which normally take place in the fall.
The IAB expects thousands of buyers to connect with NewFronts, which began in the 2000s with Web 1.0 companies like Yahoo and AOL joining emerging broadcast forces like Hulu and YouTube. Since taking full control of Hulu in 2019, Disney has moved away from NewFronts. He doesn’t plan to be there for the first time, but rather to merge his sales efforts and presentations with ABC, ESPN and other Disney brands.
Amazon will be making its first NewFronts presentation, a testament to its continued growth as an advertising vehicle. Once ruled out as the distant third in the race behind Facebook and Google, the company has added NFL shows and a host of other sponsor-friendly offers. Other new presenters this year will be A + E Networks, Entercom, Vizio, and Deadline’s parent company, Penske Media.
Each day’s NewFronts folder will feature four hours of live presentations, from noon to 4 p.m. ET. It’s a much more compressed and logistically feasible setup than traditional NewFronts, which involved crisscrossing Manhattan from morning to night.
Before Covid turned everything upside down, the NewFronts had become a series of packed events leading up to the traditional TV broadcast week in mid-May. Some of the NewFronts, notably YouTube’s Brandcast event, have often provided star power and lavish spectacle to match television networks, reflecting the growing profile of digital in the media and advertising game.
“We have all witnessed the acceleration that the pandemic has brought to our worlds. There is no doubt in our mind that streaming will be one of the most powerful growth engines for the industry in the years to come, ”said David Cohen, CEO of IAB. “This new reality – where streaming is at the center of everything – demands a reset in the way video is bought, sold, measured and optimized. Consumers have already decided on the future of media, and that is streaming.
Slots titled “Industry Information Sessions” will include Channel Factory, GSTV, OpenAP, Oracle Advertising, Quantcast, Spectrum Reach, Tegna and Tremor Video. And here’s, in alphabetical order, the full list of companies expected to present at NewFronts:
A + E networks
Vice media group