Digital NewFronts kick off this week

This year the digital “NewFronts” are facing higher expectations, as more companies are spending more money for the second annual “official” event in NYC. Last year, Google, Hulu, Yahoo and others made glitzy presentations to advertisers. There will be plenty of the same this week as 18 digital content providers take on TV’s upfront.

This weeklong series of presentations from digital content powerhouses promises to entice marketing and ad agency executives to view the latest opportunities available for brands to expand their consumer reach on digital platforms. IAB is managing the logistics for this highly anticipated event.

The Digital Content NewFronts six founding media partners – AOL, Digitas, Google, Hulu, Microsoft Advertising and Yahoo! – will host events that feature native digital video content. Top ad-supported digital video publishers were invited to present at the event based on a survey conducted by the IAB among the top 200 ad agency media buyers.

Presenting publishers range from top digital native players represented by the founding partners, as well as some of the greatest networks in television history, several of the world’s best-known print publishers, as well as a select group of leading digital start-ups. In addition to AOL, Digitas, Google, Hulu, Microsoft Advertising and Yahoo!, those on the slate to showcase original programming include Alloy Digital, Blip, Buzzmedia, CBS Interactive, Condé Nast Entertainment, Crackle at Sony Pictures Television, Digital Broadcasting Group, Disney Interactive, VEVO, Wall Street Journal, The Weather Company and Zynga. Each partner will host and manage their own independent, invitation-only event.

Universal McCann predicted deals at the NewFronts could reach $1 billion. That’s still a fraction of what broadcast upfront presentations pull in.

Reflecting on last year’s event, “It was absolutely a learning experience,” Doug McVehil, SVP/content and programming for the music video destination Vevo, told The AP. “I know there’s some things we can do better this year both at the presentation itself and in terms of follow-up. But we’re all fairly new at this. This is a young thing for the digital media industry.”

In 12 months’ time, the industry has come a long way. Netflix’s first major original series, “House of Cards,” proved that streaming video can compete with the most prestigious cable programs. Google’s YouTube rolled out its 100-plus funded channels in a bid to bring higher quality videos (and thus advertisers) to its platform. One of the biggest TV stars, Jerry Seinfeld, launched a handsome Web series, “Comedians in Cars Getting Coffee.”

But some of the digital series touted last year have disappointed. Although Yahoo’s “Bachelor”-spoof “Burning Love” has proved a modest hit, its Tom Hanks animated sci-fi series, “Electric City,” didn’t live up to its creator’s reputation. While the top YouTube channels have grown considerably, several of its star-driven efforts have fizzled.

Crackle didn’t participate in the NewFronts last year but will this year, promoting an upcoming second season of Seinfeld’s series.

New presenters include The Wall Street Journal and Conde Nast, which earlier this year launched online series slates for its GQ and Glamour. It plans to do the same for its other properties, including Vanity Fair and The New Yorker. The Journal has developed live video programming with its “WSJ Live” app.

Yahoo! will come into its presentation on the heels of acquiring the rights to archival clips to all 38 years of “Saturday Night Live.” YouTube recently announced that in May it will begin a series of theme weeks to highlight its premium channels, starting with comedy.

On Sunday night, Vevo kicked off the fourth year of its flagship program “Unstaged,” a concert live stream. Vampire Weekend performed with Steve Buscemi directing the webcast. Vevo’s presentation also included appearances by Carly Rae Jepsen, Kendrick Lamar and Jessie Ware.

NBCU’s digital division, having been a part of the NewFronts last year, held a separate event in New York last week, as did the gaming network Machinima.

See The AP Story here.