It’s official. The Interactive Advertising Bureau (IAB) has confirmed the expansion of its Digital Content NewFronts event to Los Angeles, something VideoInk uncovered in February. Dubbed NewFronts West, the two-day event will take place at NeueHouse Hollywood on October 9 and 10, 2018 and will include 16 digital video programming creators, to be announced at a later date.
The LA-based event will “be a bit different” from its sister event in New York, according Anna Bager, Executive Vice President, Industry Initiatives, IAB.
“We… expect to see even more out-of-the-box programming in the mix, taking full advantage of emerging formats ranging from virtual reality to podcasts,” said Bager. “This represents yet another vital marketplace from IAB, designed to encourage growth across the industry.”
The news comes off of last week’s NewFronts event in New York, which was scaled back from two weeks to one week. According to a handful of former presenters that VideoInk spoke with in February, the downsize was a result of the IAB having trouble filling the schedule. In total, this most recent NewFronts consisted of less than 17 presentations. Compare that to 2016 when over 34 companies took to the stage. Presenters from last week’s event included BBC News, Condé Nast, Digitas, Disney Digital Network, ESPN, Group Nine Media, Hulu, Meredith, Oath, The New York Times, Refinery 29, Studio71, Twitter, Viacom, Vice, and YouTube.
“The New York City NewFronts have always been a dynamic marketplace, showcasing how content creators are transforming the way brand stories are shaped and shared,” said Scott Donaton, Global Chief Content Officer, Digitas. “As a co-founder of the NewFronts and the only advertising agency presenter, Digitas is excited to participate in NewFronts West to help unlock the opportunities that exist at the intersection of Madison and Vine.”