NewFronts demonstrates video platforms ready for ‘challenging, unpredictable times’

This week, digital platforms and streaming service providers are in New York showcasing new digital advertising and programming opportunities at IAB NewFronts.

This is a great opportunity for digital publishers who want to demonstrate how they’re capturing the audience that has cut the cord in favor of digital channels. The digital publishers also want to convince advertisers their platforms and programming is the best way to reach viewers, particularly younger ones.

According to the IAB, the growth of digital video advertising in the United States will be almost double that of other digital media by 2022. The rate is 21%, compared with 11% for all digital media.

In his opening remarks, IAB CEO David Cohen said: “We are living in unpredictable and challenging times.” There is a great deal at stake, and there are many opportunities to be had.

Why do we care? The presentations at NewFronts show that brands are paying attention to video, just as they pay attention to television’s upfronts – the presentations broadcasters give advertisers about their upcoming programming in the spring. The audience is moving away from traditional TV content such as movies and sports to streaming services. The younger viewers, who have never watched television regularly, are now spending more time watching video shorts as well as games on their phones and TVs. To reach their customers, marketers must follow this space.

NewFronts. Despite the 24/7/365 experience of today’s market, NewFronts offers a unique opportunity for buyers and vendors to meet and plan for the rest of the year. This is a relationship-based business and we understand how crucial it is to bring industry leaders together at critical times throughout the year.

“The video landscape is changing dramatically, and ad supported streaming has reached a mature stage,” he added. IAB NewFronts is a must-attend for agencies and brands who want to know where to spend their budgets on video and streaming. It’s evolved from a simple showcase of content to a place that real dollars are traded and where real discussions about streaming innovation are held.

A few big announcements

Samsung Ads. Samsung TV’s FAST (free ad supported) service is an example of digital video stepping up and delivering premium content in an fragmented landscape.

Samsung TV announced in its May 2 presentation that it will add Conan O’Brien TV to its FAST line-up, along with expanded local weather and news content. Samsung announced partnerships with Antstream Arcade, Blacknut and other video game streaming services to offer free games supported by ads.

Samsung devices are in three-quarters (75%) of U.S. homes, including smart TVs. Samsung TV is available to Smart TV users for free. They can watch TV, play games, and access other subscription streaming apps. Samsung Ads now has device-level information on TV viewers, which other video publishers do not have.

Learn how Home Depot and Kroger are using RMNs in their ads to enhance the customer experience

Sang Kim (EVP and GM of North America Service Business at Samsung Electronics) said that Samsung Electronics has the largest TV viewing data set in the world. This means that our TVs offer more viewing data to consumers than any other manufacturer, by nearly double. This means we have the largest addressable footprint within the U.S.

Samsung Ads has announced a partnership with KERV Interactive that will make ads interactive and shoppable on the platform. Samsung Ads introduced the QR code feature earlier this year.

The rollout of digital-out-of-home ads (DOOH) will also include connections to retail partners in-store later this year. This is a supplement or alternative to brands advertising through retail media networks.

New advertising and programs

Amazon Live and Prime Video. Amazon’s FAST streaming services Freevee, Prime Video, and Amazon Live. Freevee, Amazon’s FAST service, announced that it would debut new original programming, including “Mock the Week,” a panel produced by comedian Trevor Noah.

Prime Video announced that advertisers can send different ads to different viewers via Amazon’s Fire TV device. Prime Video debuted Thursday Night Football during the last football season. The NFL’s Black Friday game on November 24 will also be available for free viewing to anyone in the U.S.

Amazon Live’s expanded live shoppable content will allow viewers to shop as they watch. Later this month, new shoppable episodes “Black Girl Stuff,” produced by REVOLT (Sean “Diddy Combs” Combs’s Media Company), will be shown.

Colleen Aubrey is senior vice president of ad products, tech and Amazon Ads. She said that the company wants “to make sense of the signals (and] insights available to us to create an optimized customer experience which drives business outcomes.”

You Tube. The smartest advertising is now available in short videos. The company announced that the YouTube Select platform for brand safety will be available to YouTube Shorts advertisers. According to the company’s estimates, 1.5 billion monthly users who are logged in view Shorts.

Addressing Addressability

Addressability and measurement. All presenters mentioned the reach and datasets. What about the larger concerns in the digital advertising sector related to addressability. Last year, Cohen described this challenge as a slow-motion “train wreck.”

Cohen said today that “we have always stated that the future of addressability is a portfolio –. It won’t just be replacing third-party cookies with another identifier.” “Clean room, contextual, buyer-defined audiences and cohorts are just a few of the innovations that have entered the market.”

He continued, “We will continue to push for all players to test, learn and deploy, as the future won’t fit in the old containers.” The time is now to join the game.”

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