Top Creator Economy & Video Ads Insights From IAB NewFronts

IAB NewFronts, touted as “the world’s largest digital content marketplace,” debuted on Monday in New York City and virtually with individual events on

The unifying theme of this year’s series of events for media buyers is “stream on,” reflecting the dual trends driving the industry: both consumers and brands are leaning into streaming video.

Here are the top three takeaways from Day 1 of the 2022 IAB NewFronts.

stream onImage from YouTube, May 2022

1. Setting the Agenda: Using the Creator Economy

Tara Walpert Levy, Vice President of America at YouTube and Michael Kason, Chief Executive Officer of MediaLink, set the agenda for the 2022 IAB Newfronts to discuss “harnessing the creator economy.”

During a discussion held at Google’s Pier 57, Walpert Levy announced the beauty star Jackie Anna and makeup artist Pat McGrath Will lead a live shopping event on May 3, featuring items inspired by the Netflix series Bridgerton.

Next, YouTube will live stream the premiere of Top Gun: Maverick, the sequel to the upcoming film, in collaboration with Paramount on May 4.

Now, the elephant in the room that has yet to be acknowledged by some in the industry trade press is this:

  • YouTube is boosting the economyGenerating $20.5 billion in US GDP in 2020.
  • YouTube is creating jobsAdding 394,000 full-time equivalent jobs in the US in 2020.
  • YouTube is growing small businesses80% of SMBs with YouTube channels agreed to agree that YouTube played a role in helping them grow their subscriber base.

A Creator’s Coffee Talk Featuring: Colin Rosenblum and Samir Choudhury, two filmmakers based in Los Angeles; How are you?, a certified Pilates and fitness instructor with 6.4 million subscribers to the “Bloglets” channel on YouTube; And collins keyWho posts funny comedy videos on YouTube channel with 23.7 million subscribers.

newfronts streamon eventImage from YouTube, May 2022

They talked about their evolution from “YouTubers” and influencers to creators and entrepreneurs. The panel gave a shout-out to YouTube for paying creators more than $30 billion between 2017 and 2020 – an average of $7.5 billion annually.

In 2021, YouTube brought in $28.8 billion in advertising revenue.

With about 55% of this going to creators, this means YouTube paid out more than $15 billion to creators last year, which is a substantial portion of the total funding for the creator economy.

Other social video platforms have invested hundreds of millions of dollars simply to “support” influencers and creators.

Or, as Key said,

“The rave split that YouTube gives us is what allows us to build these businesses. And as a creator, it’s very frustrating because every platform I hear is saying, ‘Oh yes, we support our creators. We are behind our creators. But no one is putting their money where their mouth is except YouTube.”

Now, YouTube normally holds its annual brandcast during IAB NewFronts, but the company has left the tradition behind this year by moving that event to coincide with Upfronts, the annual marketplace for TV ad sales.

That means we’ll have to wait until May 17th to find out what YouTube CEO Susan Wojcicki will say.

but, Jim LauderbachVidCon’s GM predicts that his presentation will emphasize that “Big Red is as much a TV company as it is an online video platform.”

2. IAB Insights: 2022 Video Advertising Spending Report

On Monday, Eric John, vice president of IAB Media Center, shared the findings of this year’s “Video Ad Spending and the 2022 Outlook” report.

Digital video advertising spend grew 49% in 2021 and is expected to grow 26% to $49.2 billion in 2022.

And connected TV (CTV) advertising spending grew 57% to $15.2 billion in 2021 and is expected to grow an additional 39% to $21.2 billion in 2022.

Even though 76% of video shoppers now label CTV as a “must buy” in their media planning budget, they are currently allocating only 18% of their total video advertising dollars to CTV, which translates to total time spent. of less than 36%. Including Linear TV and CTV in 2022.

“The time has come for brands and buyers to follow consumer attention,” John said.

NewFronts StreamOn Annual Ad Spend Share ReportINewfront to Dana, May 2022

Received report:

  • CTV enables buyers to take advantage of multiple types of data that are not available in Linear TV purchasesIncluding first-party brand data, location data and purchase data.
  • With 57% of video buyers increasing sales KPI felt CTV was more effective than linear TV, But 46% of video buyers also said that CTV was more effective with improved brand perception as their KPI.
  • 59% of video buyers said it was “very clear” where their CTV ads went Compared to only 50% who said that for social videos and 43% for other digital videos.

But, video buyers say they still face challenges:

  • 48% said measuring incremental reach There was an issue across platforms/publishers.
  • 43% said Frequency management across platforms/publishers There was a problem.
  • 35% said fragmentation The Achilles heel of programmatic supply paths remains.

Video buyers are building an integrated linear TV/CTV marketplace and applying a myriad of creative and targeting strategies to address the opportunities and challenges of CTV.

But, John said, “to use the baseball analogy, we’re still in the first inning.”

3. New Virtual Product Placement Offer from Amazon

Amy Poehler, who is not only an Emmy-award-winning actress but also the director of Lucy and the Desi on Prime Video and an executive producer on Harlem, hosted Amazon’s event at Lincoln Center.

Eight executives from Freevee, Amazon Ads, Twitch, Prime Video, Amazon Music, and Amazon Studios join them to unveil new shows, advertising products, and ways to engage customers.

Amy Poehler is hosting Amazon's 2022 NewfrontImage from Newfront, May 2022

The top takeaway from Amazon’s plethora of announcements was a new virtual product placement offer that inserts the brand into Prime Video and FreeV original content in post-production and during Thursday Night Football, which premieres exclusively on Prime Video this fall. Will be

If you haven’t heard of Freevy before, don’t worry. Until last week it was known as IMDb TV.

In other news, Amazon also announced Streaming TV Media Planner, which enables advertisers to view their incremental streaming TV via Amazon ads and compare it with linear reach.

These were just the top three takeaways from day one of the 2022 IAB Newfronts.

In the next three days, media buyers will also listen meta, TIC Toc, SnapchatAnd Twitter,

I’ll share highlights of those events later this week.

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Featured Image: Alessandro Biaccioli/Shutterstock

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