Media Agency OMD Hosts Tinder-Like Meetup for Brands and Content Publishers

/ Sep 18, 2014


For the second year, media agency Omnicom Media Group has inserted itself as a leader in the charge to move digital dollars to emerging platforms. This year, OMD, a subsidiary of the OMG global parent and the team overseeing the event, centered on the theme of convergence, a fitting focus for an event that exists to help bring digital-first content ideas to brands for collaboration, and ultimately, transaction.

“It’s an incredibly complicated marketplace right now. We honestly believe that it’s going to level off very soon but that’s what this acquisition-convergence movement…will help create,” said Claudia Cahill, OMD’s chief content officer and the brains behind the Final Front.

So over the course of a full day on the Sony Pictures lot in Los Angeles, brands including State Farm, JCPenney, Pepsi, Walgreens, and Lowes gathered to get a first look at a mix of early stage content ideas and technologies that could factor into 2015 investment decisions.

And on the presenting side, Sony Pictures’ Crackle and PlayStation headed the day, followed by a blend of studios, digital networks, and technology companies including AOL, Awesomeness TV/DreamWorks Animation, Clear Channel (now iHeartMedia), Discovery, Maker Studios/Disney, NBCUniversal, Machinima, PopSugar,  Turner, Twitter, Viacom, and Vice.

The catch? The content presented was required to be entirely new — no leftover Newfronts slop.

And in further contrast to the Newfronts, which is put on by the IAB, OMD’s Final Front is structured to drive the buyers market, more so than simply showcase a slate of content and technology offerings. The event is also more collaborative, so when a talent like Seth Green sits on stage to present content, he’s presenting an idea in early development, which is then voted on by the attending brands, and later fleshed out in a series of breakout sessions.

“Any opportunity you have to be in front of clients and talk about your creative solutions and innovation is a great opportunity,”  said Jeff Lucas, from Viacom — a company that did not have a presence at IAB’s Newfronts this year.

From this perspective, OMD has clearly invested itself in finding a way that its clients can take early ideas and mold them into content goals for the forthcoming year.

“We did learn [from last year’s event] that we had to tie more closely to our investment team to make these deals more easily convertible,” says Cahill adding, “It’s our effort to put forth a lot of very interesting ideas for our clients that provides a one stop shop to see ideas as they go into 2015 planning.”

For these brands, it’s an education opportunity as much as it is a buying and collaboration opportunity. While OMD worked to focus the content into the areas of music, family entertainment, and sports, the Final Front can also serve as a chance for some of the attending brands to do recon on what’s in the market versus actively buying. State Farm, for example, has sponsored content for years, their team told me on-site, but it’s a tricky balance to find content integration opportunities that resonate with the insurance brand.

But for the most part, a recurring sentiment at the Final Fronts was that it’s no longer about one screen or one platform but diversifying across all platforms in a way that tells a more comprehensive story for the brand. In essence, convergence. 

“We’re looking across all four screens. It’s about buying across the platforms because that’s how people are consuming the content,” said State Farm advertising director Ed Gold, noting that “there’s so much to choose from because there’s so much video out there right now.”

From the event, we spoke with various toppers at OMD and parent company Omnicom Media Group on the major goals and objectives, which you can find here.

But as Sony Pictures president Steve Mosko said in his opening remarks, “The future looks very promising,” and bravo to the OMD’s of the world who are shepherding their clients during this time of convergence.

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , ,


FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal


Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal


Storyful Launches Viral Video Marketplace

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!

Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series


How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again


Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries


Getting to the Spine of VR’s Monetization Challenges with...


Meredith Hosted Its Own “Front” Stacked with 20 New Series