IAB 2021 NewFronts: "Living the Stream" is the new cultural zeitgeist
Buyers and Content Creators Gather to Learn How to Navigate -- and Thrive -- in a World of Streaming Everything
NEW YORK, March 18, 2021 /PRNewswire/ -- On May 3-6, 2021, thousands of buyers will tune into the IAB 2021 NewFronts to hear from the biggest content creators and innovative upstarts in media and entertainment including first time presenters A+E Networks, Amazon, Entercom, Estrella Media, Penske Media, and VIZIO. Channel Factory, OpenAP, Oracle Advertising, Spectrum Reach, and TEGNA will also present insights for the first time.
Consumer behavior has transformed faster than anyone could have predicted before the pandemic. Digital content creators have raced to feed their appetite for binge-worthy, on-demand programming across all video formats. With consumers literally "living the stream", it makes this year's IAB NewFronts a must-attend virtual event series. IAB NewFronts brings together thousands of brands, agencies, and media buyers for four insight-packed days of programming from the world's most influential artists, and cutting-edge immersive video experiences, while kick-starting discussions about issues critical to the future of the media industry.
Directly following the NewFronts, IAB has shifted the Podcast Upfront (typically held in the Fall) to May 11-13 so buyers have a holistic omni-channel experience in time for the planning season.
"We have all witnessed the acceleration that the pandemic has ushered into our worlds. There is no doubt in our mind that streaming will be one of the most potent growth engines for the industry in the coming years," said David Cohen, CEO, IAB. "This new reality — where streaming is at the center of everything — demands a reset of how video is bought, sold, measured, and optimized. Consumers have already decided the future of media, and it's streaming."
"We're seeing tremendous growth in streaming with multiple platforms, screens, devices, and content providers working to deliver what consumers demand," said Rob Master, Vice President of Media and Digital Engagement, Unilever North America. "The industry is racing to provide content people care about in a completely flexible viewing experience — while making it easy for brands to buy and measure."
Presentations, which will be held from 12:00-4:00pm ET each day, include A+E Networks (A&E, The History Channel, Lifetime), Amazon, BBC News, BuzzFeed, Condé Nast, Crackle Plus, Digitas, Ellen Digital, Entercom, Estrella Media, fuboTV, Meredith Corporation, Penske Media, Roku, Samsung Ads, Snap Inc., TikTok, Tubi, Twitter, Verizon Media, Vevo, VICE Media Group, VIZIO, and YouTube. The week of programming will also feature industry insights sessions from Channel Factory, GSTV, OpenAP, Oracle Advertising, Quantcast, Spectrum Reach, TEGNA, and Tremor Video.
To help ensure that the industry is future-ready, IAB is pushing ahead with its cross-industry Tele://Vision campaign, part of the IAB Media Center, aimed at aligning the companies and leaders whose products, services, and relationships define the current video marketplace around a consistent set of principles, standards, practices, products, and technologies. Together as an industry, IAB wants to create a consumer-centric video supply-chain that balances both personalization and privacy. In order to help advertisers understand the true scale and trends of the video marketplace, IAB will release its much anticipated "Digital Video Ad Spend" report at the IAB NewFronts. In addition, IAB is working on a "CTV Creative Best Practices Guide" to make it easier to transact not only on traditional ad experiences, but also on innovative ad experiences such as shoppable video, choice-based ads, etc., and supplementing it with industry training and creative execution. Additionally, the "Audio Everywhere" campaign, also a part of the IAB Media Center, will release the annual "Podcast Ad Revenue" report at the IAB Podcast Upfront.
Media buyers can request a pass to attend IAB NewFronts at www.iab.com/newfronts.
About NewFronts
The NewFronts is an annual series of events founded by Digitas, Google/YouTube, Hulu, Microsoft, and Verizon Media (formerly known as AOL and Yahoo), in 2012. It is committed to the creation of valuable partnerships between brands and native digital content. Content.23 Media, Inc. produced the IAB 2020 NewFronts and will return as producers for the IAB 2021 NewFronts.
About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 650 leading media companies, brands, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.
IAB Press Release Intake Form - IAB NewFronts May 3-7, 2021 and Podcast Upfront May 10-12, 2021 (tentative)
What is the announcement?
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The IAB will host the IAB NewFronts May 3-7, 2021 and the IAB Podcast Upfronts May 10-12, 2021 (tentative)
The IAB 2021 NewFronts (formerly known as the Digital Content NewFronts) is an annual series of events founded by Digitas, Google/YouTube, Hulu, Microsoft, and Verizon Media (formerly known as AOL and Yahoo), in 2012. The IAB NewFronts are committed to the creation of valuable partnerships between brands and native digital content. IAB will create a media buyer marketplace for publishers to announce and feature their latest content, and foster discussions about issues critical to the future of the media industry.
This must-attend digital showcase brings together thousands of media buyers and sellers for a week full of virtual presentations. Buyers will be the first to see what's the latest in digital content from the biggest names in media and entertainment. The IAB 2021 NewFronts take place virtually on May 3-7, 2021.
Our theme for this year's NewFront is "Living The Stream"... 2020 was the year viewers sent a message - with their actions and with their wallets. They chose to stream…just about everything. Our industry responded in record time with new platforms, bundles and alliances. And marketers pivoted too.
Digital now sits squarely at the center with multiple platforms, screens, devices and content providers working to deliver what consumers have asked for. The opportunity is clear, but it will take extraordinary collaboration to deliver what consumers expect - the content you care about in a completely flexible, cross device, cross platform viewing experience. And what marketers are asking for - the ability to buy and measure across all formats, devices, platforms and screens.
IAB 2021 NewFronts will bring us all together to showcase the new opportunities and the new challenges we face on the heels of the fastest business transformation in media history. A world of streaming is now here. Let's seize the moment…together.
IAB 2021 Podcast Upfront (Tagline TBD) Podcasts have exploded in popularity across the consumer landscape. Monthly U.S. podcast audiences will increase 16% YOY to 106.7 million listeners (Source: eMarketer, Sept 2020). This phenomenal trajectory has actually been underway for a while, bringing with it increased investment not only in content, but also technology to support the buying and selling of podcast advertising inventory. However, as is often the case, ad spend lags behind consumer behavior.
Without a doubt, advertisers are paying increased attention to the channel for both branding and performance. Advertisers making podcasts part of their annual buy nearly doubled (IAB Podcast Ad Revenue Report, July 2020) Podcasting is a space where advertisers can utilize trusted content in a very purposeful way, leveraging the intimate relationship that podcast creators and hosts have with their audience, while reaching a highly engaged, passionate group of listeners.
The 2021 IAB Podcast Upfront convenes traditional and digital agency planners, buyers, creatives and brand marketers together to educate and evangelize the power of podcasts as a valuable platform to target consumers. Leading podcast publishers share upcoming releases and opportunities for advertisers to effectively showcase their brands. The program will define the podcast landscape and demonstrate creative opportunities for brands. The IAB 2021 Podcast Upfronts take place virtually May 10-12, 2021 (tentative).
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Who is your key audience? (brands, publishers, regulators, C-suite, sellers, etc.) |
1) Advertising Agencies, Brand Marketers, Media Planners of all levels 2) Influential reporters/trades to help drive our video, audio, and podcast narrative 3) IAB Members (Publishers, Ad Tech, Brands and Agencies) to increase their interest in participating |
What 3-4 things does your audience/industry need to know?
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NewFront Specific 1) All media is shifting towards streaming. Brands, publishers and technology players must decide new ways to plan, transact, deliver, measure and optimize across all forms of streaming content. 2) The consumer behaviour has transformed faster than the industry has expected. We believe the future state of content is a unified, single marketplace where, together as an industry, we can create a DTC supply-chain that balances both personalization and privacy. 3) Inclusive of this is improved measurement with industry-wide adoption of IAB Tech Lab standards. 4) We will be releasing the following reports/initiatives: a) Inclusion Institute -- leading into NewFronts (April) Podcast Specific 1) Podcasting is now a mainstream—scalable, measurable, immersive— media opportunity. 2) Close the gap on digital ad spend on podcasts vs. listenership through strategic plans that exploit podcasting and the new diversity of audio content and distribution types.
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Why should your key stakeholders care? |
Because the IAB is setting the agenda and has our finger on the pulse of the video, audio, and podcast industry, stakeholders will be exposed to the latest developments in content and technology for these areas. |
How does this tie into the IAB overall mission / goals? |
Our mission is to shape the IAB NewFronts into a new and practical marketplace for connecting the wealth of digital content and content creators to brands and their media and marketing agencies. |
Who should be quoted?
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● David (NF) |
Who needs to review? |
● David, Carryl, Craig, Deleela, James |
Release/Byline Timing |
● 3/16: Confirmed Presenters & Schedule |
Assets (images, blog posts, reports, etc.)
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Process |
What is process of how publishers/their agencies can interact with KCSA
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SOURCE Interactive Advertising Bureau (IAB)
