This year’s upfront presentations are well underway, with each network unveiling ambitious plans for filling up on-air schedules.

But the networks are not alone, and digital platforms will soon join them in New York at the NewFronts, where they will fight for the very same ad dollars.

Thirty-four companies will present at the NewFronts this year - a big uptick from 2014’s list of 22.

Digital outlets Hulu, YouTube, Maker Studios, Machinima, Yahoo, AOL, VICE, Defy Media and BuzzFeed join bigger media companies with specific digital plans including Condé Nast, The New York Times, News Corp. and Time Inc.

And starting April 27, each of them will promote new and expanding content and how it all appeals to younger audiences and the coveted millennial demographic.

While TV advertising is certainly still a behemoth and viable option, digital ad spending is climbing. Research firm eMarketer says that digital ads will grow 30 percent this year, increasing to almost $8 billion. Specifically, the NewFronts pitch is how to target those ad dollars at younger audiences.

As traditional TV grows out of favor with younger demographics, the online world of content is expanding and more teenagers and 20-somethings are cultivating schedules of watching daily Web videos as opposed to live TV.

How better to appeal to those trendsetters and big spenders than by finding them where they already are? That is where places like YouTube, Machinima and Maker Studios come in.

YouTube will use its NewFront presentation to introduce its new campaign featuring top stars Grace Helbig, Hannah Hart and Dude Perfect.

Read more at Variety.

Brief Take: While the NewFronts’ initial goal focused more on presenting digital outlets as an advertising option, these companies have grown far past that. Now they have to prove that they can appeal to younger viewers in a way that traditional television no longer can.

[Image courtesy of NewFronts]

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