This year, I had the privilege of being invited to Digitas’ Digital Content NewFront event. The event included discussion panels and pitch sessions from those that are involved in digital media.
One of the greatest realizations from the event was that digital media is no longer new media. Digital media is now mainstream and those who adapt to the medium are realizing most of the benefits. The event’s presenters and panelists included a wide spectrum of digital media pioneers — starting from traditional media personalities, such as Lisa Kudrow and Seth Green to companies that have built digital brands first, such as PopSugar.
The event kicked off with a session between Martha Stewart and Arianna Huffington. Moderated by Kara Swisher from AllThingsD, it was an interesting panel that compared Stewart’s 20-year old brand with Huffington’s 5-year old content portal.
Between panels and interviews, there were pitch sessions from various well-known personalities that were seeking sponsors for their digital shows.
Earlier this week, I published a piece regarding the next evolution of digital media. I’m glad to see that this event further solidifies that article. Digital media has changed drastically. No longer can you create poor quality content and expect it to make money. Digital media is entertainment. Today, it’s on the web. Tomorrow, it’ll be on every TV set.
The event also placed great emphasis on finding new solutions for advertisers. Digital content creators have the flexibility of working with advertisers to produce content that satisfies all parties involved. Unlike traditional mediums, the lead time required is very minimal.
Even though various celebrities pitched their shows enthusiastically, it still comes to communication. If the show can communicate and convey a sponsor’s message clearly and succinctly, it will attract advertisers. If it doesn’t do that, it won’t be profitable.
It’s encouraging to see highly successful and respected people take this stage. It’s a digital media evolution. It’s a media revolution.
To all involved — keep creating. As Kevin Pollak summed it perfectly — “If you’re not creating, you’re waiting.”
