In the weeks leading up to this year’s Digital Content NewFronts, we interviewed a number of industry leaders about what matters most: They cited quality storytelling, data and insights, authentic integration, accountability and brand safety.
This video is a highlight compilation our several of our conversations.
The first three are a related trio of concerns. Quality storytelling derives from consumer data and insights, the end product of which can be ripe for brand integration. Meredith Corporation’s extensive presence at the NewFronts was crafted to address all of these concerns.
“We’re trying to create advertising that becomes what people are interested in, rather than simply interrupting what they’re interested in,” is the way that Shane Akeney, President, Havas Media Group NA, sums things up in this video compilation, which Meredith presented in its NewFronts event on the big screen at Manhattan’s Hudson Theatre. “Big leaps can be made in creating content that is so compelling that consumers want to watch it, want to see it, want to actually be experiencing it.”
Rather than “insert” themselves into content, brand should be there “because they’re making the content better,” says Matt Seilor, President Brand Solutions, Dentsu Aegis Network.
Accountability means measurable returns on advertising spend. “I think the days of an advertiser just kind of spending money and hoping for the best are over,” says Jason Harrison, President and Client Partner, Essence.
Brand safety was a major theme during the week of NewFronts events, echoed by most participants and those featured in this video. They are:
Marla Kaplowitz, President & CEO, 4A’s.
Will Warren, EVP, Digital Investment, Zenith Media.
Yin Woon Rani, VP Integrated Marketing, Campbell Soup Company.
Christine Peterson, Managing Director, Digital Investment Lead, Mindshare.
Shane Akeney, President, Havas Media Group NA.
Matt Seilor, President Brand Solutions, Dentsu Aegis Network.
Jason Harrison, President and Client Partner, Essence.
Joe Barone, Managing Partner, Brand Safety Americas, GroupM.
Ben Winkler, Chief Investment Officer, OMD.
Joe Barone, Managing Partner, Brand Safety Americas, GroupM.
Louis Jones, EVP, Media & Data, 4A’s.
This video was presented on May 4 at the Meredith NewFronts presentation on the big screen of the Hudson Theater.
This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For the full version of videos from the series, please visit this page.
