After Ads Appeared Beside Offensive Content, NewFronts Sell Safety

Posted on by Patty Odell

The Interactive Advertising Bureau’s NewFronts are underway and digital publishers are pitching media buyers with innovative storytelling and groundbreaking video experiences. This year’s slogan: Your ads will be safe with us.

newsfrontAdvertisers were shaken up after it was discovered earlier this year that brands’ ads on YouTube were posted alongside objectionable, even offensive content, including videos posted by terrorism-affiliated groups and those spreading racism. Brands like Starbucks, Walmart, PepsiCo., Johnson & Johnson, Verizon and Volkswagen fled in droves. Facebook is under fire as well for its role in spreading “fake news,” making it difficult for people to tell truth from fiction.

That opened the door for NewFronts’ presenters to press the safety message, while at the same time reminding advertisers of the YouTube and Facebook issues.

CNN, for example, is presenting its “Great Big Story,“ according to Digiday. GBS is an independent LLC created by CNN in 2015 to produce video content targeting millennials that is shareable on social platforms.

The NewsFronts debuted in 2012 as a way for leading digital publishers and distributors to show ad buyers their high-quality video. The 10-day marketplace, held May 1-12 in New York, includes presentations from founders AOL, DigitasLBi, Google/YouTube, Hulu and Yahoo as well as other media powerhouses and digital innovators from BuzzFeed, Condé Nast Entertainment, Major League Gaming, Turner, Disney, Refinery29 and many others.

Over the next two weeks, publishers will show a variety of formats, including the New York Times, which will present interactive storytelling and its new Snapchat Discover edition. Read the article …

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