Digitas is recapping events from the Digital Content NewFronts! Stay tuned for posts throughout the week, and on May 2nd, we'll be live-blogging various sessions from our own event, the Digitas NewFront. Tweet #NewFronts to join the conversation.
It’s the NewFronts this week, right? Was the Hulu Upfront a typo? Actually no - it seems that the positioning of Hulu’s primary offering and big bet for the next year, all the way down to calling their big expo an “up”front, is a deliberate move to articulate their value in the language of broadcast.
With content marketing and the “brand as publisher” model becoming the vision for the savviest advertisers out there, digital content platforms are the clear beneficiaries. And as such, we’re seeing bold moves to not only take a bigger bite of the digital pie, but working with broadcast budgets too.
The rapid rise and popularity of the NewFront is itself a signal of the appetite for digital content. While entertainment platforms continue to merchandise new content offerings as part of the digital content need and solution, Hulu, itself a platform more closely derivative of traditional TV, is making it a point to go the other direction and differentiate themselves in hopes of becoming more relatable to the biggest spenders in the house: broadcast advertisers (despite the momentum, digital still only amounts to roughly 1/5th of overall ad spend in the U.S.).
Traditional TV buyers are warming to the idea of moving some of their dollars to digital content. But often times the difference between closing a deal or striking out is as simple as vocabulary: putting the offering in familiar terms.
It’s just like running a network buy. But better. Because with mobile, tablet, desktop and connected TV, it’s primetime 24 hours a day.
Do the most savvy digital marketers hear this and find it revolutionary? Probably not. But Hulu knows that kind of talk might just mean something to a different group, arguably the ones with the biggest wallets.
- By Alex Jacobs, VP, Social Marketing, Digitas