Digital Content NewFronts 2017

(July 5, 2017) – The Digital Content NewFronts, an annual conference that presents the importance of digital video and video marketing, took place last May in New York City.

The “marketplace” is a 10-day affair, in which brands and agencies specializing in video programming are able to display their latest content and strategies in order to shed light on new ways of storytelling and innovative video experiences.

Media giants, such as AOL, Google, Hulu, Refinery29, VICE, and countless others, were in attendance, and were able to give presentations that showcased their respective progress in digital video programming.

According to a press release distributed by the Interactive Advertising Bureau, the conference’s host, the event is dedicated to the establishment of value partnerships between brands and digital content. This statement is a reflection of the Internet’s prominence, and a clear acknowledgement that video marketing will continue to be the most effective form of advertisement.

While the conference presents an abundance of information, the following four points are the most impactful for the future of video marketing, and the businesses that rely on it for garnering traffic and a larger viewership:

Content Production

With several streaming services (i.e., Netflix, YouTube, Hulu, etc.) in attendance, they were able to demonstrate the latest original content set to air on their respective sites.

This implies that brands and media consumers are able to view a constant stream of digital video content, while at the same time being able to view their favorite celebrities and influencers. New initiatives are regularly being pitched, produced, and received by audiences.

The fact that each streaming site competes with one another means that, in order to stay relevant, the release of original content on a consistent basis is a must, especially with video’s favorability. This, in turn, does encourage other businesses to showcase their brands through video in order to enter the competitive, yet beneficial market.

YouTube Advertisement

YouTube is the second largest search engine, second to Google, which further demonstrates the impact that video marketing has on a business’ popularity.

For example, Johnson & Johnson, a company that was previously abstaining from advertising on YouTube, has partnered with the search engine to be its exclusive sponsor. Additionally, Johnson & Johnson is investing in YouTube’s influencers, which furthers brand recognition through various content creators. In addition to having its own channel, a company is able to advertise their products through sponsorships and connections with several YouTube channels—an effective form of video marketing that reaches a variety of audiences, including target demographics.

YouTube NewFronts 2017

Businesses and content creators are garnering a following via multiple platforms – Facebook, Instagram, Twitter, YouTube, Snapchat, etc. A presence on social media is a guaranteed way to reach an enormous amount of people who browse through each platform several times a day. An added benefit is a pre-existing channel on YouTube, which is an innovative form of company recognition and product advertisement. Celebrities, businesses, and individual influencers alike are flocking to social media in order to construct a brand, as well as to build a network of mutually beneficial relationships.