Honest Trailers normally skewers the way marketing for movies often fails to accurately depict the actual product. But with the Digital Newfronts (the online-video world’s equivalent of the Upfronts) starting next week, the series has put together this takedown of the annual advertiser woofest.
Targets include appearances by celebs who don’t appeal to the online demo; the higher quality of original online programming compared to traditional television broadcasting; the contrast between the pomp and circumstance of the event and the dry, adspeak-laden content throughout.
Newfronts, which are run by the Interactive Advertising Bureau, kicks off April 27 and lasts through May 7. In all, 34 companies will be participating (up from 22 in 2014 even after Sony’s Crackle decided to shift to the Upfronts). Participants include media heavyweights such as Youtube, The New York Times, Hulu, Disney-owned Maker Studios, DreamWorks Animation-owned AwesomenessTV, Time Inc. and NewsCorp. Reflecting the growing success of online programming, digital ad-spending in the US is predicted to hit $7.8 billion in 2015.
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