What to watch for at the Newfronts: Day four
YouTube will tout its huge reach, greater than the broadcast networks
May 5, 2016
By the editors of Media Life
The Digital Content Newfronts has kicked off, and over these two weeks there will be more than three dozen presentations. Media Life will present daily previews of these presentations and the companies behind them to assist media people in gauging their importance, influence and popularity.
Here is day four.
What it is: A digital video company owned by Google.
Why it’s doing video: Because that’s its identity.
YouTube has been the top digital video draw for over a decade, and it pioneered the medium. It’s influential on two scales. It has its own talent, which it nourishes and pushes at advertisers, but it also hosts the multichannel networks like Maker Studios that publish their own videos on the site.
That leads to huge revenue.
Sample channel: YouTube Spotlight, which highlights the best of the site, has more than 24 million subscribers.
Reach/stats: YouTube draws more than 180 million unique visitors a month, according to comScore.
According to eMarketer, YouTube will generate nearly $2 billion in ad sales this year.
What to expect today: YouTube has made early headlines with its claim that it reaches more people via mobile alone than any of the TV networks. Expect it to hammer advertisers about its huge use among Millennials and to emphasize its “influencers,” or hugely popular vloggers who partner with advertisers to promote their products.
The argument is clearly working. Already this week Magna Global signed a $250 million deal with the site for Google Preferred, which includes the site’s premium ad space.
Influencer rank, on a scale of 1 to 10: 10
YouTube was the first, and it’s still the best at reaching a big audience. Everyone pays attention to what it does.
What it is: A magazine company.
Why it’s doing video: To diversify at a time of struggle for print.
Time Inc. has pledged to be aggressive on video, hoping it will help drive up digital revenue as print advertising falls.
Still, Time Inc.’s approach—it houses all its videos on internal hub The Daily Cut rather than sharing them on YouTube—has drawn criticism from those who feel it’s not easily accessible.
Sample video: At the top of The Daily Cut Wednesday was a video on how to get a rockin’ body like Jennifer Lopez, followed by another video posing the question: Does J. Lo really have the best workout outfits?
Reach/stats: The Daily Cut hasn’t yet reached the threshold needed for monthly measurement by comScore (meaning it’s under 50,000 viewers).
The site has posted more than 35,000 videos.
What to expect today: There have been rumors Time Inc. has a new over-the-top venture cooking. It owns Xumo, a similar venture, acquired in February when it bought Viant, and its plans may involve some type of Xumo expansion.
Influencer rank, on a scale of 1 to 10: 4
Time Inc. is an influencer in the world of magazines but less so in video, especially with the struggles of Daily Cut.
What it is: A cable network.
Why it’s doing video: It’s a natural offshoot of cable programming.
CNN has been pushing digital video aggressively for the past two years, seeing it as a growth area, especially when TV viewership is stagnant.
The recent resurgence of CNN’s cable ratings, tied to the presidential election, hasn’t dampened that enthusiasm. The company is making its first Newfronts appearance.
Sample series: CNN recently introduced “The Future of Adventure,” focused on how people are using technology to explore.
Reach/stats: CNN led all news organizations in video views in February, with 1.7 billion, its ninth straight monthly win, according to comScore.
Great Big Story, a digital video platform launched last fall to court Millennials with heavy distribution across social networks, reaches about 25 million per week.
What to expect today: CNN president Jeff Zucker will likely push GBS, which the company claims has caught on faster than it hoped – though all companies make those sort of claims.
Influencer rank, on a scale of 1 to 10: 6
CNN is important in the digital news business, and GBS has potential to pioneer new deliver models.
What it is: A digital agency that’s part of Publicis Groupe.
Why it’s presenting: Digitas was behind the first Digital Content Newfronts in 2008. The Interactive Advertising Bureau later took over the event, but the agency has maintained a presence.
What to expect today: Digitas has used its Newfronts platform to introduce new deals, such as last year’s partnerships with Vice and Vox. Expect the same this year.
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