During the past week, the branding agency Digitas held a seminar called NewFront. According to a New York Times article written by Tanzina Vega and Stuart Elliot, this seminar was held in order to "encourage marketers and agencies to spend more money on digital ads, either by increasing budgets or shifting to online media some of the estimated $70 billion a year that is spent on television commercials." This means that the market for digital advertisements is really beginning to expand.
On NewFront's about us page, it clearly states that this year's seminar was all about branding. The about us page states that brands "need more content than ever before." This means that different companies need to find better ways to reach their target markets; NewFront and Digitas can help with that. It's really evident that NewFront is a way for companies to be seen and heard more in order to reach as many people as possible.
NewFront is a branch of the company Digitas, which is a described as a "brand agency." This means that the people who work for the company make sure that specific brands are advertised and presented to the public. Part of their mission statement is described as this:
"We listen harder and connect in powerful new ways with people and their real passions, actual behaviors, and lively social networks. That's how we build powerful brands and breakthrough business value." - Digitas.com
This is a powerful statement because it truly shows how much effort the members of the company put into their work, in order to make consumers interested in buying their products. NewFront is an extension of this mission statement because Digitas has found a new way to "connect in powerful new ways." By using online videos, people will be more likely to receive messages for products because of the amount of consumers who watch and use online videos on a regular basis. The average person is exposed to many hours of media a day, and if companies can figure out a way to get into those several hours each day, they may have a chance at selling products more easily.
This type of seminar is really good for people to know about so that they are aware of the types of branding and marketing that is going on around them. New things are in store for online video viewers, and they sure seem to be positive.