We have already had a few versions of the Newfronts in Europe. Mediatel ran what it said was the first European video newfronts last April, and they ran the event again earlier this year too. Then MIPTV – the enormous content showcase in Cannes – ran the ‘MIP Digital Fronts’ at this year’s event. Now the IAB has launched it’s own version, the UK Digital Upfronts (yes, they have dropped the new), which looks a lot more like the US Digital Content Newfronts, which is hardly surprising as the events partly organised by the IAB UK’s sister organisation in the US.
The Digital Upfronts will take place between 13 and 17 October, and so far it has the backing of AOL, DigitasLBi, Google, Microsoft, Twitter and Yahoo. The event will aim to showcase the best in digital content in a bid to secure up front investment from agencies and brands.
Guy Phillipson, CEO of IAB UK, wrote in The Drum: “As a mature industry, it is essential that we establish new ways of working together to deliver the full potential of digital media. For brands, the IAB UK Upfronts will be a chance to evaluate premium digital opportunities during a crucial time for planning, so that marketing has a more joined up approach across a brand’s full suite of advertising channels.