In May, New York City hosted the Digital Content NewFronts, a premier showcase of new, original and professionally produced digital video content. Presenters included household names like Buzzfeed, Hulu, Yahoo, Mashable, and CNN and the New York Times, as well as less widely known developers from YouTube channel collections. Similar to the traditional TV upfronts, 33 media companies attempted to sell as much of their ad inventory as possible during the event.
While the NewFront event is hardly “new” (the first event was hosted in 2008), over the past few years it has become a more significant part of the media planning process. Digital developers are creating more TV-quality content along with providing the ability to reach a more defined target demographic.
Also, because people now consume media in a multi-channel environment (watching TV while surfing the net, for example), many digital developers are able to reach audiences on alternative platforms instead of just while the consumer is watching the show. For example, if your target is moms 25-40, you could potentially reach them via digital video on Buzzfeed as well as through a top 10 list on their Facebook page. Buzzfeed revealed more than 75% of its content comes from other social media sites like Snapchat, Facebook and YouTube.
Recent studies have shown that awareness of digital video continues to increase among US adults, who are drawn to the format because it provides them access to the content they want, on their own schedule. However, while digital video has come a long way over the past decade, a study by YuMe shows that television continues to be the most used media device. In short, while digital video is becoming a more significant way of reaching consumers, it’s not yet a substitute for traditional television marketing.