Three days into the IAB digital NewFronts in New York, Mumbrella media and technology editor Nic Christensen sits down with Mindshare Australia’s John Dawson and Jack Smyth to talk key insights from the first round of presentations.
Topics: Premium video, reaching millennial audiences, live streaming, content integration, virtual reality, big data.
1.00 – The New York Times’ premium video strategy and content marketing offering. “It was definitely a shock to hear them so aggressive about ‘come directly to us and make it’.” – Jack Smyth.
4.00 – Buzzfeed’s audience strategy and focus on younger audiences/millenials. “You’d be forgiven for thinking that no one in the US is over 35,” said John Dawson.
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6.00 – Hulu’s maturing audience and live streaming. “They were very clear they are moving into live TV news and sports. There’s really no difference between them and Time Warner/Comcast.” – Nic Christensen.
9.00 – Refinery29 talking in TV language and creating unique premium content. “Some of the content they are creating is in the Sundance film festival.” – Jack Smyth.
11.00 – Content integration in US compared with Australia. “They have to do this they can’t survive just on display.” – Jack Smyth.
14.00 – AOL’s multi-million dollar newfronts – “The AOL CEO opened it saying this is about culture and code and it was almost a cultural festival of AOL.” – John Dawson.
17.30 – US media companies making big bets on the future. “They are making some big bets and if things are certain in the future that’s okay, but people aren’t going to be rewarded unless they invest in what could be next.” – John Dawson
18.30 – Big data and the lack of discussion about the topic. “There are big bets without big data.” – Jack Smyth.