Excerpt: The Digital Content NewFronts — the online-video biz’s version of the TV upfronts — were founded in 2012 by AOL, Digitas, Google/YouTube, Hulu, Microsoft, and Yahoo. IAB announced plans for an L.A. version of the NewFronts after trimming the original New York series from two weeks to one this year.
“There is a real opportunity to raise the profile of original digital video and emerging content creation for advertisers in Los Angeles,” Emma Witkowski, digital investment lead, West Coast for GroupM’s Mindshare, said in a statement. “Bringing the West Coast audience together for first looks at digital video content, along with emerging media, is good for both publishers and marketers.”In keeping with the 2018 NewFronts West theme — “Hello, LA: Where Ideas Meet Content” — the event will focus on content creation as advertisers continue to push for more creative solutions. The NewFronts West also are slated to incorporate the Streamy Brand Awards, recognizing branded content and digital-video advertising.