| 3 mins ago
Each of the seven years IAB has managed the NewFronts has yielded a different organic theme. In the past few years, brand safety, over-the-top (OTT) video and TV-like experiences have all been central to the conversation. This year, it’s the dominance of digital video and the ripple effect it’s creating throughout our industry.
The big change is really about more than just video. It’s ultimately about consumers in the driver’s seat. Prime time is whatever matters to us right now. What we are seeing with video, audio and other forms of digital on-demand content consumption is hyperindividualized, omnichannel viewing and listening that is driving the digitization and addressability of all media.
For brands and buyers, the implications of these changes are real. It’s no longer about serving the right ad to the right person but rather about connecting with the target audience on an ongoing, integrated basis in ways that are direct, meaningful and interactive.
The silos between digital and linear are also falling by the wayside. Budgets are increasingly being pooled into one integrated bucket. To meet the needs of multichannel buyers, publishers are stepping up to collaborate with brands, integrate content with creative and craft messaging in ways that reflect how consumers are engaging within the specific media environment.
Whether you have the opportunity to attend the NewFronts or not, these are the changes that are going to be driving some of the most important conversations throughout the
Read more here: https://www.adweek.com/tv-video/focus-shifts-to-digital-video-at-the-newfronts/