VideoInk’s 2013 Newfront Predictions, Part 1

/ Apr 25, 2013

VideoInk-Standard_NewfrontsLogo

You’re about to be blasted with a week or so of news, rumors, analysis, tips, really everything related to the Newfronts. Now in its second year, the weeklong online video marketplace is overseen by the Interactive Advertising Bureau, which is pocketing $30,000 per presenter — the money will go to some sort of “center for video excellence” or something.

With that in mind, let’s get started with all of the Newfront fun a little bit early, shall we? Here are some of VideoInk’s predictions for what is likely to happen next week, bulleted out, for your reading pleasure.

  • Yahoo’s SNL deal with NBC Entertainment and Broadway Video has been the big story of the day ever since NBCUniversal announced it during its “Digital.Amplified” not-a-Newfront last night. We already know and expect Yahoo! to talk more about it at its Newfront on Monday. We’re also going to predict that the company will look to leverage the SNL content to promote its own original comedy slate, in one way or another.

  • YouTube’s “Brandcast,” scheduled for Wednesday, May 1, at 6pm, will not be as feverishly attended by agencies as it was last year. That’s what we’re hearing, at least — that buyers have not exactly been happy with YouTube’s “attitude.” That’s not to say that the event will be barren (it is Google/YouTube after all), but it might not receive the fanfare that last year’s event generated, even if they bring Jay-Z back.

  • People will continue to be confused and incredulous about Zynga’s participation in the official lineup. Zynga will close out Newfront week on Friday, May 2, after which people will continue to voice their disapproval over a non-video programmer participating on what was supposed to be a digital video marketplace.

  • Publicly, the IAB will be praised. Privately, insiders will continue to question the way the organization has planned and overseen the event. There’s a reason NBCUniversal broke away from the Newfront calendar this year, and Machinima elected not to participate but hold its own event this week, and Magnet Media will do the same next week.

  • The private events, the ones not on the calendar, which include those hosted by CAA and Magnet Media, will be more important to the future of the Newfronts and the vibrancy of the digital video marketplace, than the presentations officially sanctioned by the IAB.

 

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