Mumbrella NewFronts podcast: highlights from YouTube, Time Warner, Vice, Fullscreen, IAB
As the IAB digital NewFronts in New York drew to a close Mumbrella media and technology editor Nic Christensen sat down with Mindshare Australia’s John Dawson and Jack Smyth to talk key insights from the second week of presentations.
Topics: Television versus digital platforms, the search for millennials, the role of premium video, incrementalism in media company strategies.
1.00 – YouTube’s audience strategy and the platform’s pitch to media buyers around scale. “The phrase that stuck with us was ‘ease of planning'”, said John Dawson.
2.45 – US TV network Time Warner’s attempt to hit back, arguing the numbers should be assessed on a average audience per minute basis. “That’s one of the big themes of this week everyone is trying to compare themselves to TV,” said Jack Smyth.
4.00 – Vice’s focus on the youth audience. “Vice get their brand in culture”, said John Dawson.
6.00 – Fullscreen’s focus on millennial audience as this supposedly rare audience. “They are like gorillas in the mist, millennials in the wild, and only years of observation can reveal they are interested in premium video content”, said Jack Smyth.
7.00 – The reliance of many publishers on platforms like YouTube. “They are making these claims but comparing their views over an entire series to one episode of this one TV show.”
9.00 – Are media companies focused only on incrementalism as a solution to ongoing media fragmentations “It’s these marginal improvements, you know ‘we get 1% click throughs’ but it’s still these marginal gains.”
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