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Millennial focus for NewFronts

News, 29 April 2015

NEW YORK: The annual NewFronts currently under way in New York have been marked by a rash of announcements around content aimed at millennials, with online publishers from Yahoo to Buzzfeed all touting new developments in this area.

Among the most eye-grabbing was Yahoo's unveiling of 18 new digital video programs aimed at millennials, including a long-form comedy series, The Pursuit, that aspires to be Friends updated for the digital age, Advertising Age reported.

Most of these – 14 out of the 18 – will run on Yahoo's "digital magazines", which cover such topics as food and style.

"These are all items that are really focused on that demographic, and we know that's a really attractive demographic to advertisers that can do a really solid job of making us that must-buy," said Yahoo CEO Marissa Mayer.

Advertisers can buy a show sponsorship, pre-rolls in 18 category-specific channels or simply purchase Yahoo's audience instead of its content.

Separately, Lauren Weinberg, vp/strategic research & insights at Yahoo, told Beet.tv that more than 90% of consumers in all age groups from 13 to 54 now watch long-form video on digital devices where they preferred shorter ads.

"As more original content comes online, that offers brands unique opportunities for integration and to get creative in ways that might have been more limited when they were on TV," she added.

Meanwhile listicle specialist BuzzFeed revealed that the site now reaches over half of all 18-34 year olds in the US every month, with video its fastest growing business.

Between 60 and 70 pieces of original content are being produced every week to be distributed across social media platforms, where they are generating 1bn monthly views.

"We're thinking about how that model can impact and shape everything from how we think about editorial to advertising," said chief revenue officer Lee Brown.

And he outlined the three main reasons people shared video: identity ("This is so me!"); emotional gift ("This made me LOL and I want to share it"); and information.

"We're taking what our video producers are seeing as they gather data from the … videos they're making each week," he explained. "We then apply those learnings for brands to create compelling, shareable videos."

Data sourced from, Advertising Age, AdWeek, Marketing Land, Beet.tv; additional content by Warc staff