The document outlines the top trends and announcements from the 2018 NewFronts, including a focus on female empowerment, activism, brand safety, and live streaming. Major publishers announced new original programming and expanded distribution across platforms. Key themes included trust in journalism, diversity, and creating content tailored for different platforms and audiences.

1. NewFronts 2018
Trends & Takes

2. 2018 NewFronts–in 5 Words (or Less)
The #Boycott NewFront: brand activism Trust through premium content
Trustworthy journalism with innovative distribution Undisputed leader in award-winning series
Global perspective on top news Modern approach to sports viewing
Original programming reaching younger audiences Empowering women through digital content
Exclusive content to fuel conversation Iconic brands rooted in data
Expanded programming built on nostalgia Obsession-worthy original storytelling
Brand Safety meets loyal audiences Rebuilding brand equity through transparency
Leader in star-studded premium programming Growth through events and programming

3. Top 5 Trends
Female Empowerment
There was a notable emphasis on gender equality at this year’s NewFronts. From the strong female presenters on stage, to the wealth of content providing
uplifting coverage of game-changing women, there was an undeniable goal to increase visibility and inspiration among the female population.
Activism
“If you don’t stand for something… sit down” – a quote from Conde Nast’s opening montage, as well as Digitas’ “The #Boycott NewFront”— which featured
brave brands that have taken a stand on issues that reflect their values – perfectly capture the activist undertones of the entire week. More so than in years
past, nearly every presenter used the stage to make a statement about getting involved instead of standing idly by while the world changes around us. An
increase in programming dedicated to environmental, social, and political activism demonstrated a palpable shift in the content landscape.
Brand Safety
Amid the seemingly never-ending news stories about publisher brand safety snafus, presenters took the opportunity to reassure brands that their content was
trustworthy and a place brands could feel safe investing their dollars. Between new technologies and policies to better monitor content and expanded genres
to offer even more premium brand-safe content, presenters were putting their money where their mouth is to take brand safety guarantees to the next level.
Platform-Specific Programming
While it’s been a recurring theme for the last few years, publishers continued to expand their programming offerings to new platforms, and truly consider the
behaviors in those environments to build unique content for each one. Whether long-form content for linear TV and OTT, snackable segments for Snapchat,
live in-the-moment coverage on Twitter, or immersive experiences for VR, publishers are heavily investing in the right content for the right platform.
Live Streaming
The rise of live video has truly become mainstream, and publishers across the board are taking notice. Live reporting on entertainment and sports events, live
daily shows to bring viewers the most up-to-the-minute content, and live streaming coverage of ground-breaking events like the mission to Mars are just a few
of the new offerings being rolled out to viewers this year.

4. We Started it.
The Digitas NewFront is the centerpiece of the
Digital Content NewFronts, a week-long multi-
billion dollar marketplace packed with 15+
of the world’s biggest publishers (including
Google/YouTube, Hulu, The New York Times,
and Oath), the best storytellers, and the ad
industry—all gathered to focus on the future of
premium digital video content at scale.
And we started it.
We held our first NewFront in 2008, igniting a
marketplace that went from a humble start of
$730 million to a projected commercial value of
over $26 billion in 2021.
As the only agency presenter & co-founder of the
NewFronts, Digitas continues to have a proud,
leading voice in the evolution and vitality of the
premium digital video marketplace— from the
story telling to the story selling.

5. NewFronts 2018 Takes:
Themes & Announcements

6. Announcements
• New original joint research with Insider Inc. busts the myth of the Millennial to
reveal an influential cohort called Transformists, who are categorized by a
changemaker mindset rather than age
• Digitas will be the exclusive beta agency partner for Knotch’s new planning
tool Blueprint, a first-of-its-kind data product that recommends the best partners
and creative themes for a brand's content efforts
Themes
• “The #Boycott NewFront” focused on brave brands who are standing up for their
values amid today’s climate of political, social, and cultural upheaval, when
staying neutral is no longer a safe option
• The 15+ speakers included: Pulitzer prize-winning reporter Jodi Kantor, who
broke the Harvey Weinstein story that inspired the #MeToo movement; REI’s
Sarah Crockett (#OptOutside); Twitter’s Nola Weinstein (#HereWeAre); Phillip
Picardi, (transformed Teen Vogue into a progressive political platform); the
organizers of the TIME’S UP movement; and many more
• Unlike the other presentations, which are focused on pitching content
opportunities to brands, the Digitas NewFront is a thought-leadership platform
aimed at pushing the industry forward and helping clients address important
and challenging issues
Photo Credit: IAB

7. Photo Credit: IAB
Announcements
• Expansion into TV programming with series debuting soon on Netflix and
Showtime
• Reimagining their business news offerings to appeal to a broader audience as that
content becomes more in-demand and mainstream
• New voice-search offering, allowing brands to sponsor specific questions and
answers
• New ad products around reader insights, emotional sentiment, and trending topics
Themes
• Emphasis on the importance of truth and credibility in journalism
• Increased focus on women and diversity through new content and relevant
editorial voices
• Expanding distribution through a variety of new technologies and platforms

8. Announcements
• Programming developed for new video formats including vertical video and AR/VR
• Global rollout of BBC Music including TV, digital, social, and live events; will
feature the popular BBC Live Lounge series showcasing intimate performances
from top artists
Themes
• Focus on trust, credibility, and brand safety
• Global news is at BBC’s core, and it’s more important than ever to their audience
• Emphasis on female empowerment through their annual 100 Women series
Photo Credit: IAB

9. Announcements
• Viacom Digital Studios (VDS)—digital-first programming, partnerships, and
talent deals division; VDS will expand existing brands including MTV, Comedy
Central, Nick, and BET across YouTube, Facebook, Twitter, and Snapchat
• VDS will launch with hundreds of hours of original digital-native content for
young, mobile-first audiences
• 15+ new YouTube series and 3 new Twitter show formats
• VidCon expansion plans, including London in 2019 through the launch of “Road
to VidCon”
Themes
• Forward looking to diversify content beyond their traditional TV and film
channels
• Focus on “democratizing the video economy” through recent acquisitions of
VidCon and WHOSAY
• Creating opportunities for brands through unique partnerships—while reaching
the younger audiences
• Stronger positioning to reach digital-savvy young audiences and the growing
number of cord-cutting households
• Investment in original digital programming and branded content across
portfolio of brands; leveraging YouTube talent to create new shows for younger
generations
Photo Credit: IAB

10. Announcements
• Launch of new Live Brand Studio, a full service offering with analytics to help
advertisers create the best live content for their platform
• Launching Creator Originals, exclusive series produced by content creators – a first for
Twitter
• Multi-year deal with all NBCU properties, including original live programming
• New Entertainment programming including partnerships with Ellen DeGeneres, Hearst,
Viacom
• New news programming including partnerships with BuzzFeed, Vice News + NASA,
Cheddar, and The Weather Channel
• New sports programming including partnerships with PGA, NASCAR, WNBA, MLB,
Formula 1, World Cup + Fox Sports, Barstool Sports, Bleacher Report + ESPN
Themes
• Doubling down on premium partnerships, increasing from 16 last year to over 30 in
2018
• Continued focus on their key tenets – entertainment, news, and sports
• Live programming continues to be at Twitter’s core, despite their expansion into other
video territories
• Investment in custom content, both through a new creator series and branded content
studio
• Increased focus on inspiring women’s content through partnerships with brands
including Huffington Post and Vox
Photo Credit: IAB

11. Announcements
• Disney Eats is newest editorial brand—recognizing the bond and community that
form through culinary experiences. Program is also partnering with Tastemade to
develop original programming and video series (i.e. Kitchen Little, Tiny Kitchen,
Must Be Science)
• Disney Eats will also feature a new collection of cooking productions designed to
promote “co-cooking” experiences for Millennial families
• Oh My Disney, their flagship editorial voice, will celebrate its 5th anniversary
through the launch of a mobile app featuring social content and short-form videos;
and through a new podcast series giving listeners an inside look at untold stories
about Disney’s history and heritage
• Additional programming announcements include Designing Disney (Disney Style)
available on Facebook Watch, Disney Dream Job (Disney Family), Most Extra
Parents (Babble), Star Wars Season of the Fan, 90 Days of Mickey Mouse
Themes
• Expanding on strategy to engage Millennials by merging Disney fandom with
lifestyle passions paired with new digital-first series and programs
• Pairing content creation and programming capabilities with Walt Disney
Company’s assets, allowing advertisers to reach larger audiences across
platforms
• Emotionally resonant nostalgic content geared towards Millennial audience on a
mobile-first format
• Focus on content creation and distribution for Gen Z and Millennials; continuing
to grow and distribute content across OTT
Photo Credit: IAB

12. Announcements
• Programming featuring digital creators and personalities, such as:
• Rhett & Link - In addition to their flagship Good Mythical Morning show,
YouTube stars Rhett & Link will also be launching Let’s Talk About That a weekly
recap show where they’ll discuss favorite moments from the week, interact with
Mythical crew members, and more
• Fine Bros Entertainment - New shows include Will a baby? in which they test
how babies interact with certain objects, and game show Poker Face where two
people compete in a game of BS, and more
• Daily 8-12-minute talk show starring Mamrie Hart and Grace Helbig called This
Might Get…, pitched as a younger version of Kathy and Hoda
• Increased partnership with The Rock: year-round digital content slate along the themes
of Strength, Courage, Gratitude, and Service. Includes a body transformation show
about The Rock’s workouts and regimen for getting ready for each new movie, as well as
a travel vlog of gyms around the world, Rock Reacts, and Dwayne on the Road behind
the scenes
Themes
• Family-friendly creators and programming providing brands with opportunities to
collaborate
• Staying grounded in their roots as talent management company driving the message
that brands and digital influencer partnerships are here to stay
• Brand safety, especially as it relates to influencer-created content
Photo Credit: IAB

13. Announcements
• Expanding OTT offering with new channels for Wired, GQ, and Bon Appétit
• New ad products including exclusive YouTube channels, social amplification
opportunities, and a new analytics offering to measure influence and its
impact on ROI
Themes
• Continued growth in video viewership of original content, resulting in 35
returning series and 60 new pilots
• Creating content specifically for platforms like OTT, VR, Facebook Watch,
and Snapchat
• Focus on social activism – “If you don’t stand for something, sit down”
• Renewed emphasis on connecting with Millennials and the LGBTQ
community
Photo Credit: IAB

14. Announcements
• Slate of 10 new shows centered around sports, news, and entertainment
• Key highlights included ‘Soccer Mom’ starting Abby Wambach and ‘Storm
the Gates’, a news series following 8 female political candidates as they run
for Congressional seats
• Samsung partnership—featuring media and advertising content through Bixby
Home on Samsung devices (this will essentially create for Android what Apple
News does for iPhones). The partnership allows users to experience mobile
games and native ads powered by Yahoo’s Gemini product
Themes
• Core brand value of trust through premium content and the combined forces of
Yahoo! and AOL
• New programming around key themes and three opportunities to partner
allows advertisers a simple way to buy video while making their dollars work
smarter
• Integrate: Sponsor and integrate your own branded content, or partner
with RYOT Studio to create premium custom content
• Create: Use smarter ad formats for better results
• Automate: Get the right message to one billion, or just one, through
Oath’s PMP and DSP
Photo Credit: IAB

15. Announcements
• New series featuring A-list talent including George Clooney, Reese Witherspoon,
Kerry Washington, Sean Penn, Stephen King, JJ Abrams, and more
• Ability to dynamically insert ads into live TV will soon be available, allowing
brands access to live TV inventory via Hulu
• Downloadable video will be available soon so viewers can watch content without
an internet connection; this offering will include ads for ad-supported
subscribers
• New measurement and attribution partnerships including Experian (CRM), Polk
(auto), Nielsen Buyer Insights (retail), IRI (CPG), and Nielsen Living Room DAR
to capture co-viewing
Themes
• Focus on continued growth of the platform, which just surpassed 20MM
subscribers; viewing is up 60% and ad-supported subscriptions are up 40% -
growth is heavily credited to hit series like Runaways, FutureMan, and the
award-winning Handmaid’s Tale
• Emphasis on ability to reach light TV viewers, especially through their live TV
skinny bundle released last year
• Personalization is at the core of their new platform interface, including how new
programs are suggested to viewers, what sports teams they like to see, etc.
Photo Credit: Broadcasting & Cable

16. Announcements
• New live shows on Twitter bringing snackable content around fantasy football,
college football, NBA, and everyday sports moments with SportsCenter Live
• Partnership with Facebook Anthology to create custom content with brands
• ESPN+, their new subscription streaming service available without a cable
subscription; will include live sports, original series, and long-form content like
the full 30 for 30 film library
• #ShredHate anti-bullying program in partnership with XGames, soon expanding
to MLB as well
Themes
• Emphasis on growth in their digital video viewership, which is up nearly 80% vs
last year, in large part due to their robust distribution through channels like OTT,
skinny bundles, and social
• Clear focus on creating content specifically for each social platform
Photo Credit: AdWeek

17. Announcements
• 2018 key partnerships include: Money Diaries (Intuit), Shatterbox (TNT), Her Shorts
(Planned Parenthood), and future series (TBA) in partnership with CBS and Kate Spade
• Three key long-form series that focus on the stories of often-overlooked women: Pay No
Attention, America the Beautiful, and Pride
• 29 Rooms, Refinery29’s event series that provides creative partnerships for brands, will
expand beyond New York and San Francisco to LA and Chicago
• Channel expansions including dedicated OTT (Channel29), additional social media
channels, touring event series
• New seasons of existing programs including Shady, World Wide Wed, Style Out There,
announced
Themes
• Presentation theme: The World of Abundance
• Continued focus on celebrating and embracing inclusion and a sense of belonging for
young women, which allows advertisers an opportunity to align with hard to reach,
socially-conscious consumers
• Empowering women to “see, feel, and claim their power”
• Refinery29 is committed to 5 key themes through 2018 and beyond:
• Borderless Connectivity (global citizens)
• Experience Economy (experience over things)
• Convergent Commerce (seamless shopping on site)
• Video First (dedicated OTT channel)
• Conscious Marketing (positive, empathetic messaging)
• Redesigned website will allow for more seamless integration of ecommerce within the site
Photo Credit: IAB

18. Announcements
• New video ad product out of The Foundry, Meredith Stories, will help advertisers
integrate in a mobile-first environment, and will live across social platforms (Facebook,
Instagram, Snapchat) as well as Meredith-owned and operated platforms
• New programming slate includes Search History (hosted by comedian Michelle Collins),
Badass Women (with In Style magazine), Beyond the Storm (documentary series),
Chatter (live pop culture segment on Twitter); and Better Homes and Gardens, Food &
Wine, and Eating Well will go beyond recipes to deliver Food with Purpose, a series that
profiles popular change-makers in the food industry
Themes
• Quality content, in brand safe environments, at even greater scale
• Powerhouse of 42 iconic brands, leading in categories like entertainment, food, home,
and lifestyle
• Clear focus on quality storytelling informed by data and targeting, ensuring results for
advertisers
• Nielsen will provide 3rd-party measurement for expanded Video Sales guarantee
offering
• E-commerce integrations move beyond ingredients and groceries into beauty, which
will allow viewers to instantly add products from content directly to their carts
Photo Credit: IAB

19. Announcements
• Partnership extension with Facebook Anthology, creating several new series on the
platform, including one in connection with Seeker: Science Fair will showcase 40
young scientists as they compete for 10 spots in their local science fair, hoping to
inspire the next generation of scientists
• Array of new programming across all their brands including:
• Launch of Seeker Universe which will focus on all things space, in partnership
with NASA, will live on Facebook Watch
• The Swim follows Ben Lecomte’s journey to swim across the Pacific Ocean
• NowThis will power breaking news coverage and real-time updates as
NowBreaking launching this June on Snapchat
• Launching Veteran’s Day, Coming Home will showcase the emotional reunions of
members of the military and their pets
Themes
• By projecting readers ‘obsessions’ with their brands and content, and not just
consumption of content, they now reach 40 million people each day
• Collection of titles spanning science & technology and news & entertainment
provides obsession-worthy content that readers continue to come back for – and
it’s how they reach 73% of Millennials every month
• AI platform, Group Nine Insights Analyst (GIA), recommends content
opportunities with the highest possible engagement, is now available for
advertisers
Photo Credit: IAB

20. Announcements
• New opportunities to place ads with YouTube TV via Google Preferred
• Partnership with Nielsen Catalina to measure offline sales impact
• Expanded Google Preferred offerings including all Vevo music videos
and live streaming events like Coachella and Global Citizen Festival
• New original series from top talent like LeBron James, Will Smith,
and Priyanka Chopra
Themes
• Commitment to making the platform a brand-safe place that
advertisers can trust again, including hiring 10,000 employees
specifically dedicated to reviewing videos for brand safety
• Partnership with third-party analytics and reporting companies like
Nielsen, Moat, and Comscore
• Leveraged uplifting personal stories of creators to reinforce the
positive power YouTube offers
Photo Credit: Deadline

21. Announcements
• A number of new programming announcements, including:
• “The Hunt for the Trump Tapes” which follows activist Tom Arnold as he
uses ‘celebrity’ connections to determine the truth behind the rumored
Russian recordings of President Trump. This eight-episode series will live on
Viceland
• A new Vice News docuseries, She’s Running, will cover female candiates
running for office in the 2018 midterm elections
• Another Viceland series, My House, will follow NYC’s competitive queer
ballroom scene
• Vice Video Everywhere, is a new, full-screen viewing experience for brands that
will run around Vice content as well as across mobile and digital platforms
• Vice announced the acquisition of Villain, an event production company that
also has its own event space and currently produces more than 300 events
annually
Themes
• Vice used their NewFront to rebrand, following scrutiny of its workplace culture
in 2017, announcing—and featuring—new CEO Nancy Dubuc—former head of
A&E Networks
• Strong emphasis on their new ability to produce live events and activations for
advertising clients
Photo Credit: TubeFilter

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