NewFronts draw crowds, but will anyone remember the shows? A dozen participants unveiled more than 100 new 'shows' last week

Last week the dozen participants in the NewFronts unveiled more than 100 "shows" in hopes of convincing advertisers and agencies that they're a real alternative to advertising on TV. But a couple of questions linger: After the dust settles and all these series are floated into a digit...

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Bibliographic Details
Published in:Advertising Age 2013-05, Vol.84 (18), p.12
Main Author: Learmonth, Michael
Format: Article
Language:English
Subjects:
Advertising
Audiences
Digital broadcasting
Interactive marketing
Online advertising
Service introduction
Special events
Television broadcasting industry
Television programs
Video
Webcasting
Online Access:Get full text
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Summary:Last week the dozen participants in the NewFronts unveiled more than 100 "shows" in hopes of convincing advertisers and agencies that they're a real alternative to advertising on TV. But a couple of questions linger: After the dust settles and all these series are floated into a digital abyss, will anyone remember them? Or, more important, will they serve their intended purpose, which is to transfer a piece of the $74 billion U.S. TV market to video? Agencies and brands are certainly receptive to the pitch. The video market is the fastest-growing in advertising, up 32% to an estimated $3 billion in 2013. More than getting in touch with current TV viewers, advertisers view web video as the best option for reaching those who rarely or never watch TV.
ISSN:0001-8899
1557-7414