Tony Weisman On Newfronts, Google Preferred, and More
DigitasLBi coined the term “Newfronts” seven years ago and has since turned it into a week-long annual event with 20+ presentations from premier publishers pushing original content forward and drawing impressive attendees. This year’s DigitasLBi event was labeled “Fearless” in order to inspire others to do something courageous.
We had the opportunity to talk with Tony Weisman, CEO of DigitasLBi North America, who offered some keen insight on the industry. Tony touched on Newfronts, DigitasLBi, and the agency’s Google Preferred announcement, DigitasLBi Global, as well as offering some needed advice to creators, online video production companies, and on the digital side of programming.
On Google Preferred, Weisman explained the pride in this newly announced partnership and how the platform came to be developed. Four specific needs were considered in the creation: premium content, guaranteed pricing, standard TV metrics, and the sense of a true premium service. He went on to talk about the digital industry and the now blurred line between online and offline. “People just have the option to enjoy content that means something to them where and when they want to,” he said.
Weisman offered great advice to creators, online video production companies, and those on the digital side of programming for working with brands and integrating them. He explained that content and a great human story remains the most important aspect. Brands are paying attention to work that is human and offers a connection, so Weisman advised not to “shy away, and still tell great human stories” to align with these brands’ efforts.
Watch the full interview below on our YouTube channel.