You will be redirected back to your article in seconds

Swing to Left Coast Feels Right for IAB NewFronts

Digital content seeks new ad buyers in Los Angeles at the inaugural Newfronts West

For decades, the heart of the national ad biz has been nestled in the Big Apple. Now the digital media industry’s marquee pitchfest is heading to L.A. to tap into a new set of potential buyers.

The inaugural Digital Content NewFronts West will run Oct. 9-10 at NeueHouse Hollywood, featuring a lineup of 20 presentations ranging from the New York Times to Snapchat.

“In the old world, if you were a major marketer you had to be in New York. But that’s changing,” says Sebastian Tomich, global head of advertising and marketing solutions for the New York Times Co. In addition to big-name marketers located in Southern California, he cites the enhanced influence of Silicon Valley on the media business.

The Interactive Advertising Bureau, the trade org that runs the NewFronts, decided to launch the West Coast iteration to not only reach a different cohort of ad buyers and brands but also to give member companies a second platform, later in the year, to plug their latest advertising programs. 

Plus, “L.A. is where the creative community and storytellers are,” says Anna Bager, IAB’s EVP of industry initiatives.

The original New York version of the NewFronts has taken place every spring since 2012 in individual events scattered across Manhattan. The L.A. event will have a different structure, featuring companies pitching back-to-back on the same stage. 

That way, Bager says, “We can do a big event without everyone spending a lot of money on their own.”

The main presenting companies at the event are: Digitas, Ellen Digital Network, Gallery Media Group, Jukin Media, LiveXLive Media, the Los Angeles Times, Meredith, the New York Times, Snap (Snapchat’s parent company), SoulPancake, Unity Technologies, Viacom Digital Studios, Vice Media, Vudu and YouTube’s FameBit influencer-marketing division.

The L.A. setting provides “a much better opportunity to speak with the brands on the West Coast,” says Jonathan Skogmo, founder and CEO of Jukin Media. The viral-video aggregator is participating in its first NewFronts event.

IAB is expecting as many as 600 attendees over the course of the L.A. event, and Bager says the core audience will still be agencies and marketers. “We will probably be seeing more brands in the room than ever before,” she says. 

Pictured: NewFronts presentations have included performances, like this one by the cast of Viceland’s docu-series “My House” in May 2018 at the NewFronts in New York.

More Digital

  • Cory-Haik-Vice

    Vice Media Hires Cory Haik, Former Mic Publisher, as Chief Digital Officer (EXCLUSIVE)

    Vice Media has recruited Cory Haik, former publisher of digital news start-up Mic, as chief digital officer to lead the youth-culture company’s global internet businesses. Haik will be based at Vice’s Brooklyn headquarters and report to CEO Nancy Dubuc. She most recently worked at Mic, which last fall laid off virtually its entire staff before [...]

  • Snapchat logos

    Porn Studio Starts Building X-Rated Snapchat Lenses, Encourages Users to Do the Same

    Adult entertainment company Naughty America wants to use augmented reality to get the word out about its paid services. The company has begun to make Snapchat lenses featuring some of its models, and is teaching its audience to do the same. Naughty America shared three such lenses on its website (link not safe for work) [...]

  • New, Likely Cheaper Galaxy Home Speaker

    Samsung Is Getting Ready to Introduce Second Smart Speaker

    Samsung still isn’t selling its Galaxy Home smart speaker, but the company may be getting ready to introduce a second model soon: An FCC filing for an “AI speaker” suggests that the new model, like the original Galaxy Home, will be dual-branded, featuring both Samsung’s own brand name as well as that of its audio [...]

  • Streaming Placeholder

    TikTok Owner Preparing Streaming Service to Rival Spotify (Report)

    ByteDance, the Beijing-based owner of the TikTok video app, is developing a paid streaming music service aimed at the same emerging markets that Spotify and Apple are seeking to explore, according to a report in Bloomberg. The app could be introduced as early as autumn, according to the report, which adds that the company has [...]

  • VidCon-Now-Stacey-Kelly

    VidCon Launches First Original Series to Promote Creators Year-Round

    VidCon brings together thousands of fervent fans at its annual conventions, who flock to the events to see their favorite YouTubers and other digital celebs in the flesh. Now the Viacom-owned division is trying to keep the excitement burning during the VidCon off-season, too. This week VidCon is launching its first foray into original content [...]

  • Stranger Things

    Coca-Cola Will Revive New Coke in Alliance With Netflix, 'Stranger Things'

    A rush of TV watchers to streaming video has prompted Coca-Cola to test an interesting pour. Coca-Cola will bring New Coke back to market for a brief time, all part of a partnership with Netflix, which has featured Coke in its cult-favorite series “Stranger Things.” The third season of the series, set in 1985, will [...]

More From Our Brands

Access exclusive content