5 Newfronts Announcements Expected To Shape the Digital Content Marketplace
IAB NewFronts is the world’s largest digital content marketplace that gives media buyers a first look at the latest digital content from the biggest names in media and entertainment.
This year, our experts at Tinuiti attended the event (both virtually and in-person) to gather the latest from streaming platforms like Peacock, mobile apps like TikTok, connected TV manufacturers like Samsung, Measurement providers like Nielsen, and digital publishers like Conde Nast.
According to Jesse Math, VP Advanced TV & Video Solutions at Tinuiti in place of multi-spot ad pods, streaming platforms are innovating the ad experience to be mutually beneficial for both the advertiser and viewer alike.
“This event rolled out ad innovations that drive impact in addition to reach, including Amazon & Peacock’s product placements, multiple brand studios, experiential extensions, customizable pause ads, sponsorships, creator/influencer programs, header banners and more,” he says.
“As viewership shifts to lighter ad load environments, advertisers and publishers have mutual interest in finding new ways to stand out. Brands that only run on the publishers and platforms are subject to losing share of attention to advertisers that integrate with the publishers and platforms’ many ad units and customization opportunities.”
If you weren’t able to attend, we’ve got a recap of the 5 biggest announcements on what to look out for in 2022 and beyond.
NewFronts Biggest Announcements Revealed
1. Roku introduces a shoppable experience
Roku is one of the earliest pioneers of dedicated TV streaming and has been providing viewers with digital shows since 2012. As of Q1 2022, Roku has 61.3 million active accounts. In an effort to create a better TV advertising experience for marketers, Roku has introduced a new shoppable experience that will pair shoppable ads with Roku Pay. This will allow users to press the “OK” button on a Roku streaming ad [TV or mobile] for an on-screen checkout experience using their Roku Pay account.
To learn more about Roku advertising opportunities, check out “The Complete Guide to ROKU Ads“.
2. TikTok Pulse targets top 4% of content
According to the announcement, TikTok Pulse is “a new contextual advertising solution that lets advertisers place their brand next to the top content in the For You Feed.”
With TikTok Pulse, marketers can:
- Supercharge brand exposure by appearing next to top most engaging content including the top 4% of all videos on TikTok.
- Drive engagement and actions with diverse communities. TikTok offers 12 categories of Pulse in which brands can place their ads next to the most culturally relevant content.
- Run ads adjacent to verified content with our highest level of brand suitability applied on the platform. Additional post campaign measurement tools such as third party brand suitability and viewability verification provide advertisers the opportunity and transparency to analyze and understand the impact of their campaigns.
3. Peacock and Amazon announce Dynamic Product Placement
Peacock and Amazon Fire TV announced similar dynamic ad placement technologies that will allow advertisers to personalize product placement & in-show signage in post-production. According to reports, “these placements will be capable of appearing in the foreground or background of programming, and could also appear in the form of dynamic ads on in-program billboards.
4. Snap Inc. and Cameo team up
Snapchat announced its partnership with Cameo that will enable advertisers to pay Cameo celebrities to create and record short video ads for their Snap. According to Forbes, “Snap plays middleman, matching advertiser with celeb. Cameo takes up the role of talent agency, suggesting who it feels may be the best fit.” Last year, Cameo generated $125 million in revenue last year and today Snapchat is now up to 332 million daily active users, [surpassing Twitter, Reddit and Pinterest] making this partnership a particularly lucrative one.
5. LG Ads promotes “Guaranteed Outcomes”
Leveraging its Automatic Content Recognition technology, LG will guarantee campaigns on outcomes, including incremental unique reach. According to the announcement, the Guaranteed Outcomes program ensures brands that their native and CTV video ads running on LG smart TVs meet campaign goals across a broad range of key performance indicators (KPIs). Those range from reach and frequency, demographics, video completion rates (VCR) in which buyers only pay for ads that are viewed to 100 percent completion, and conversion metrics.
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