One thing is becoming clear, the online video industry execs love their “fronts.” iab’s Newfronts, OMG’s Final Fronts, and now Meredith’s own “BrandFront.” Hosted Wednesday morning in New York City, the presentation was timed to Advertising Week, when brands and buyers flood the city to catch up on the latest and greatest in the ad world and an optimal time to get ahead of budget planning for the forthcoming year, as opposed to the Newfronts, which are smack in the middle of Q2.
And, in stride with Newfronts presentation style, Meredith touted big numbers — 102 million women nationwide, 82 million monthly uniques, and access to three in four millennial women — to over 250 advertisers and revealed over 20 new series in development across its various lifestyle categories — food, parenting, home, fitness, beauty and style.
And video, as with most other publishers, will become a core focus for the legacy media brand. In addition to its 100 million monthly views on Meredith brand-related video, the company will follow trends by creating programming on Facebook Live and in 360/immersive video formats.
Jon Werther, Meredith National Media Group President, assured brands: “Video series like those announced today will continue to inspire, inform and entertain our consumers, as they engage with our brands not only for daily inspiration and ideas but also as key resources during their most important life milestones. Our goal, in close collaboration with our platform partners and our brand sponsors, is to provide the women we serve with content, products and services that authentically inspire them, meet their needs and wants, and support their goals.”
In many ways, Meredith, which owns Family Circle, Shape, Eating Well, Parents and AllRecipes, is considerably behind the aggressive plays fellow legacy mega-media companies Hearst, Conde Nast, even Playboy, have made in the video space over the past year.
This time next year will be quite revealing on how those varying approaches have fared for the publishers.
Until then, below is a list of the series Meredith announced at their inaugural BrandFront:
- “Clueless in the Kitchen”: Comedian and YouTube sensation Greg Benson has zero culinary experience — he can barely make grilled cheese. In this new series from Allrecipes, he teams up with a witty and talented chef to learn the skills he’s been missing for decades.
- “Make It Mini — Tiny Crafts for the Holidays and Beyond”: This hot new video series hosted by style expert and influencer Brit Morin of Brit + Co. will feature “how-to’s” for the latest craze in DIY decorating and crafting — tiny crafts.
- YouTube sensation “What’s Up Moms” for the Parents series “Moms Confess”;
- “Tone It Up” founders Karena Dawn and Katrina Scott for Shape’s “Body Shop”;
- Television personality and cook Eden Grinshpan for Martha Stewart Living’s “Food Forecast” and Shape’s “Complicated Food”;
- Blogger Claudia Oshry of “Girl With No Job” and Ben Soffer of “Boy With No Job” for Shape’s “Funemployed”;
- Fitness phenoms Kaisa Keranen of KaisaFit for Shape’s “Fit in 4,” Traci Copeland for Shape’s “Fitness Fridays,” Courtney Paul for Shape’s “Trainer Talk,” and Rebecca Kennedy for Shape’s “Workout Wednesdays”;
- Actress and comedian Lisa Ann Walter (The Parent Trap, Bruce Almighty) forAllrecipes’ “Sunday Dinner”;
- Sarah Carey, Food Editor, Martha Stewart Living, for “Every Day Food”;
- Thomas Joseph, Culinary Director, Martha Stewart Living, for “Kitchen Conundrums”;
- Martha Stewart Living’s “One Pot Wonders”;
- Sadie Nardini, Life Stylist and Wellness Expert, for Shape’s “Yoga with Sadie”;
- Jaclyn Emerick, Fitness Director of Shape, for “The Body Shop”;
- Logan Levkoff for “The Sexpert”