Mindshare's 2017 NewFronts Recap

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2017 NEWFRONTS RECAP
CENTRAL
THEMES

BRAND SAFETY/PREMIUM CONTENT
Many of the partners and players were focused on reaffirming trust and confidence in their environments
and platforms – most addressed these issues head-on due to the variety of issues made public via trades.
With brand safety as a key concern, publishers focused squarely on controlled and owned content
experiences, which represented more familiarity and comfort for traditional TV investors.

LIVE STREAMING
In the wake of the growing skinny bundle adoption and fragmented TV viewing, the battle for lighter TV
viewer eyeballs wages on. To this effect, Twitter and Hulu are making big bets on live streaming. Hulu
announced their long-rumored, live streaming subscription model. Costing $39.99/month, including the
major networks and various cable partners, this is the network’s opportunity to take Netflix and Amazon
head on. Twitter will also live stream high profile events, such as the MTV Movie & TV Awards, Fashion
Week, Live Nation concerts, and various professional sporting events, with the exception of Thursday
Night Football (as NFL has moved its games to Amazon).

VIRTUAL/AUGMENTED REALITY
Last year was the year of VR/AR. This year, the news organizations (NY Times, Conde, Time, and Turner)
have started to initiate advanced storytelling via VR/AR platforms, while emphasizing scale and
distribution. Though the long-term prospects for VR/AR is still promising, the installed base and regular
usage only offers limited scale at this point, which has taken some of the shine off the opportunities in this
space.

SOCIAL AS THE NEW TV
Snapchat continues to be the press and industry darling of the moment. Almost all their upcoming
opportunities are focused on original content and shows, which are distributed via Snapchat Discover. For
example, Cosmopolitan has 11 million subscribers and reaches 10 million views per day. Twitter,
Facebook, and YouTube all offer similar offerings that either leverage original content or provide a
platform for extended and exclusive viewing of partner content. The jury’s out on whether audiences will
lean into long-form content in these environments in the same way that they do on the big screen but
there’s no doubt that each of the primary social platforms are banking on this being their future.

NEWFRONT SPENDING IS REAL
The IAB released several video landscape findings, which showed a strong investment trajectory for
Newfront content, with an anticipated 40% of original digital video budgets being allocated to the content
associated with NewFronts. It was recorded that 9 out of 10 attending advertisers agreed that their
spending on Original Digital Video content will increase because of attending NewFront*.
*2017 IAB NewFronts Video Ad Spending Report

EVENT
RECAP

In an age of fake news, brand safety, and questionable journalist integrity, NYT aimed to cement their place as the best journalistic destination in the
business. News, content, and lifestyle coming to life through trusted sources – reaching both new and young audiences. Extended partnerships into
Snapchat Discover, Spotify with a robust set of developments in the Virtual and Augmented Reality space define what NYT calls “the idea business”.
NYT is doubling down on the belief that journalism is at its best with visual and narrative technology and are building much of their future platform
around this concept. If that’s not enough, NYT is launching several new shows in both audio (podcasts) and visual formats with hopes of signing on
100% ownership per show. Each show will cover topics like music, space exploration, and productivity.
WHY IT’S IMPORTANT
NYT’s in house VR content studio, T Brand Studio and its new Time
Story [X], are positioned to provide brands with trusted and proven
resources that can deliver emerging ad and content experiences, while
still reaching an affluent audience with truthful and powerful journalistic
content.
WHAT BRANDS/CATEGORIES CAN BENEFIT
o Finance/Insurance
o Travel/Leisure
o Music
o Entertainment
o Auto

Reaching the ever elusive Gen Z audience is important to a growing number of brands. Awesomeness is positioning themselves as the leader in
content integration, development, and distribution for this young audience. New shows produced exclusively for Netflix served as the headline of the
event. Expanded YouTube presence with a new Awesome News channel, aimed at delivering socially conscious content to Gen Z audiences.
Additionally, a new millennial mom-targeted network, Awestruck was announced. With even more developments with Hulu content, Dreamworks TV,
YouTube Channels and more, Awesomeness drove home the idea of truly engaging with an audience that’s harder to reach and connect with via
traditional adverts.
Gen Z represents the first true streaming generation, with 71+% of all
teen site’s streaming devices as their primary source of content
consumption. Research suggests that this group is also very aspirational
and purpose driven – constantly seeking fulfilling and impactful content,
mostly on mobile devices and social platforms. For brands looking to
build future customers or create authenticity with a teen audience,
Awesomeness represents a strong investment opportunity.
o CPG
o Retail
o Entertainment

A late addition to this year’s NewFronts, Twitter’s story focused on premium, live, and, award winning content. Twitter announced 16 new content
collaborations including LiveNation, NBA, Buzzfeed, MLB, NFL, Players Tribune Bloomberg (24/7 News), and others. In the wake of original content
and live streaming slates with competitive platforms YouTube, Snapchat and Facebook, Twitter is banking on the connectivity of Twitter’s loyal,
connected, and real time audience to drive a stronger engagement with this new content.
While it’s still unclear how much of the ad inventory associated with this
new content will be sold by Twitter vs. content providers, the upside of
utilizing Twitter data to reach a desired customer against brand safe,
high quality, mobile video content presents a smart opportunity for
brands. The immediacy of live premium video and its ability to drive real
time conversation in one integrated experience creates a unique yet
nascent consideration for brands – whether it be Twitter, Snapchat,
Facebook or any social platform, mobile video continues to rise and
challenge how marketers reach and connect with light TV and younger
viewers.
o CPG
o Retail
o Entertainment
o Insurance/Finance
o Auto

With Disney’s collection of classics coupled with their new, original programming, and vast content network, they have created the Disney Digital
Network to reach millennials and their new families. Sites like Babble, Disney Family, Pixar, Polaris, and Oh My Disney are now grouped together for
brands to co-create and align with family-friendly content. Disney is also introducing re-makes of their classic Disney films, bringing their characters
IRL for families to enjoy and taking a ‘fewer, bigger, better’ approach when it comes to influencers.
Families today are spending more and more time together, which has
created a need for content and experiences that they can enjoy together.
When you are seeking brand-safe and family-friendly content that both
the parents and kids can appreciate and enjoy (outside of YouTube),
Disney and Maker should be in considered.
o CPG
o Retail
o Entertainment

Defy stepped out this year with a bang, calling out some of the more ‘traditional’ publishers as outdated and un-relatable to millennial audiences.
Keith Richman, president of Defy, emphasized the importance of having fresh and relevant content to connect with millennials rather than speak at
them. Over the next year, Defy will be releasing 30 new shows, highlighting their top Millennial talent, in new and sometimes unconventional ways.
The Smosh Brothers, Defy’s premier creator squad, will be coming out with shows centered around Summer and Winter games and performing their
second ever LIVE show with Smosh Live. The Clevver girls are focusing on both light-hearted and more serious issues around what’s happening in
the world today, as well as putting a focus on fitness with their series, Get Jacked. And Screen Junkies will air their 200th episode of Honest Trailers,
with a new episode, in 2018, centered around the upcoming Star Wars film, the Last Jedi.
With a desire to find quality and safe videos, Defy’s exclusive inventory
gives brands an additional way to show up on YouTube in a controlled
environment. Additionally, for brands looking to create culturally relevant
content for Millennials, the vast group of Defy creators and programming
is a strong place to look.
o CPG
o Retail
o Food/Bev
o Fashion/Lifestyle
o Finance/Insurance

Conde Nast launched their Newfront talking about brand safety and fake news, making a profound statement that they are a source for real, quality,
safe content. stating these challenges have pushed Conde to rethink how they ‘do’ content. Conde featured a whole new line-up of original
programming and short-form content series, ranging from women to men’s lifestyle, to cultural issues across women’s rights, politics, and even
infidelity with their popular video ‘Hurt Bae’. Conde is also making a big push to focus on the ‘Next Gen’, featuring celebs and talent that inspire
millennials. They are also expanding their adaptive offerings, allow brands to attach themselves to high-velocity content before it starts trending, as
well as latching onto the latest tech craze of VR and documentary film-making.
As there is a need for high quality, premium video outside of YouTube,
brands should consider the Conde network. The Conde names do gleam
a little more affluent, so choosing the right titles and leaning towards
video and social content will be key to reach this Next Gen audience.
The presentation overall leaned heavily towards lifestyle rather than
food, which seems to be a lesser focus for Conde. However, they did
launch ‘Healthy-ish’, their latest food property, in early 2017, which
emphasizes a healthier lifestyle.
o CPG
o Retail
o Food/Bev
o Fashion/Lifestyle

A leading women’s lifestyle brand rallied around an upbeat and positive message, a “We Rise. We Shine” theme. There was a focus on unique video
programming with new originals, returning series, and a featured film. Returning series included Eat the Trend, Get the Dish, POPSUGAR Beauty
Junkie, Unfiltered, Hannahgram, and Class FitSugar. The roster of new programming includes a film in partnership with Lionsgate (Honored), Failing
Forward, Malfunction, and Whine and Dine, to name a few. The programming reinforced PopSugar’s focus on food, style, healthy living, and
entertainment.
With the influx of women’s lifestyle sites in the world today, Popsugar
offers a light-hearted point of view into the world of a woman, in
whatever life stage she is in. They have several relationships with
creators and look for partners to integrate into their original programming
concepts. Similar to Conde, we saw a lot of focus on lifestyle and
entertainment and less on food.
o CPG
o Retail
o Fashion
o Travel/Leisure
o Music
o Entertainment

Focused on storytelling through the voices of powerful women. They announced a female-first video lineup with award winning talent, including
Willow Smith and Sasheer Zamaata. Their content aims to be inclusive and impactful, while entertaining and inspiring today’s millennials. Content
will be in longer form (including live event broadcasts) and housed in new channels. Programming franchises include:
With the abundance of video content online, publishers must continue to
develop new programming, formats, and platforms to attract viewers and
keep them coming back.
o Retail
o Fashion
o Travel/Leisure
o Entertainment
o Fabled - From executive producers, Zosia Mamet and Evan Jonigkeit, Fabled is a modern fairy-tale anthology series, which will pay homage
to the timelessness of the classic fairy tale, filtered through the lens of quirky, modern, alternate realities.
o RSVP - Your new go-to guide for all things food, drink, and home, this Facebook channel breaks down the art of everyday living through
snackable, aesthetically-addicting content.
o 60 second cities - The insider’s guide to the must-see cities that you’ve never seen, this video series is a fast-paced vacation in motion. Each
episode takes the format of a hyper-shareable tour of lesser-known travel destinations that — we're calling it! — you need to know now.

Hulu launched its live streaming service at one of the standout Newfront presentations during Week1. The service offers live and on-demand programming from more than 50
channels (ABC, CBS, NBC, ESPN, etc.), along with a Hulu subscription for $39.99/month. With the release will come a new personalized interface, integrating live TV, Hulu originals,
and cloud based DVR. Advertising opportunities will be limited at first, likely focused on content sponsorship packages.
The TV live streamlining service was released at a time when consumers are
looking for more on-demand content and moving away from traditional TV
bundles. Advertisers are looking for high quality, viewable video inventory and
Hulu is at the forefront. With the expansion of their 3rd party measurement and
interactive creation solutions, Hulu provides brands the opportunity to engage
with their consumers in a meaningful and measurable way.
o CPG
o Retail
o Fashion
o Travel/Leisure
o Entertainment
o A continued focus and investment on original content was evident, most notably by the renewal of The Handmaid’s tale. The beloved Mindy Project will be
back for its final season and open to brand integrations more than ever. New programming in the works include The Looming Tower with Jeff Daniels and
Castle Rock with JJ Abrams and Stephen King.
o Measurement expansion with Nielsen Digital Ad Ratings and Nielsen Catalina solutions were announced. In a new partnership with GroupM, Nielsen DAR
will now be able to bring measurement to the living room, where about 70% of streams come from. The NCS solution will provide advertisers, specifically
CPG, with sales effectiveness.
o Insurance
o Auto
o Finance

Hearst rolled out a new lineup of programming centered on food, beauty, fashion, and men’s lifestyle. America Ferrer was on hand to discuss her
new project, Harness, where she will star in a docuseries across Cosmopolitan, Elle, and Marie Claire, highlighting the extraordinary things that
ordinary women are doing. Blackish star, Yara Shahidi, will develop a series to steam live on Cosmo’s discover, with keys to self-care. To reach
younger audiences, Hearst announced that a new healthy living brand, Glo, will launch in September as well as Delish kids.
In the current marketplace where brand safety and ad relevance is of
heightened importance, Hearst continues to leverage the credibility of
their trusted brands to connect with audiences across platforms.
o CPG
o Retail
o Fashion
o Travel/Leisure
o Entertainment

TimeInc kicked off their Newfront presentation with a live interview with Trevor Noah, broadcast on Facebook Live. This set the tone for the session,
which focused on original programming across channels including Facebook, Instagram, and OTT. Following the launch of People/Entertainment
Weekly Network last year, they announced a second streaming service, The Sports Illustrated Network.
With the proliferation of original video series on social channels, this is
an opportunity for brands to get in early with quality content. Given its
scale and data, TimeInc is taking an aggressive digital-first approach,
with a focus on original programming across platforms.
o CPG
o Retail
o Travel/Leisure
o Entertainment
o Insurance/ Finance
o Auto

YouTube’s Brandcast was star-studded and focused on their creators and new shows airing over the next year. They will be working with Kevin Hart,
Katy Perry, Ellen, Demi Lovato, and more, bringing original content to their audiences who can experience these household favorites in a new way,
on YouTube and Google Preferred. Amidst their recent challenges around brand safety, YouTube made sure to address how they’re working to
create a safer environment for brands but they still have a long way to go.
YouTube plays a key role in a lot of brand’s video strategies and with the
introduction of new shows, YouTube is making a play at capturing even
more digital video by introducing this high-quality talent and brand-safe
programming. Because YouTube brand safety is still a major concern for
a lot of advertisers, it’s important to note there are means of aligning with
quality and safe video both inside and outside of YouTube. The use of
third party technologies to target safe, premium video within YouTube or
working outside, with premium FEP’s and video networks.
o CPG
o Retail
o Food/Bev
o Fashion/Lifestyle
o Finance/Insurance

Vice’s Newfront highlighted its audience retention in an age of ad avoidance and annoyance. Reducing ad load and increasing premium
programming were key to keeping Vice’s audience of young, affluent, well-educated viewers, engaged with the content. Viceland now uses
customized interstitials as opposed to branded commercials which has resulted in higher audience retention during ad breaks. New shows being
added to the lineup include Nuts and Bolts featuring rapper Tyler The Creator, The Therapist showcasing well known musicians navigating their
issues, and WWDD (What Would Diplo Do) starring James VanDerBeek.
Ad annoyance and avoidance are a challenge within the industry and
publishers, such as Vice, are working to ensure a quality user
experience across platforms, especially amongst tech savvy, affluent
male audiences.
o Entertainment
o Music
o Auto

Mindshare's 2017 NewFronts Recap

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