Will the "newfronts" persuade marketers to open their wallets?

04/26/2012 | New York Times (tiered subscription model), The

The Digital Content NewFronts are proving a hit, with Web platforms eager to pitch themselves to brands, and marketers saying they're ready to invest serious money in digital video outreach. It's unclear how much of brands' $70 billion TV-advertising budget will be diverted into online video, but online video is increasingly being seen as a powerful marketing tool. The "newfronts" were originally conceived as a way "to beat a drum for change," said Mark Beeching, chief creative and strategy officer at Digitas, but "now, it's servicing a need."

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