NewFront News and Views: Multi-Platform Marks Viacom's NewFront Spot

Venue:  PlayStation Theater, on the corner of Broadway and W. 44^th St.  Half the theater was utilized to give attendees a more intimate atmosphere. The staging was simple: a bare platform in the center, surrounded by screens on either side. The backdrop behind the platform had a retro game show look, comparable to early Password episodes from the 1960s.  Mark Goodson and Bill Todman would get a kick out of this design. 

Presentation: The message was clear:  Give us any platform -- mobile, smart TV sets/devices, social media, even live events -- and we'll work them well, using digital offshoots of our linear networks.  "We've never been in a better position to provide results for you," asserted Sean Moran, Viacom's Head of Ad Solutions.  That was one of two messages repeated throughout Viacom's pitch.  The second:  Via Awesomeness (the programming service directed at teen girls) and Pluto TV (the maxi channel bundle available via smart TVs) advertisers have more targeted audience opportunities at their disposal.  One drawback: instead of arranging the information by specific networks (all developments at Comedy Central in one segment, for example), details were offered in a hodgepodge, sometimes confusing manner.  Most effective moments: Awesomeness and Pluto TV's turns.

News:  Facebook Watch (available on smart TVs/devices) will introduce a number of new series in the coming months, including Black Coffee (morning talk show with BET News commentator Marc Lamont Hill); Two Grown (BET-created scripted comedy involving a pair of twentysomething women moving to NYC); at least one series each derived from Comedy Central's The Daily Show and David Spade's upcoming late-night pop culture roundup (premiering this summer); and Throw Back with Nickelodeon (nostalgic interview series).  Smarty Pants, a game show inspired by SpongeBob SquarePants, is among a bunch of new series playing on YouTube.  Pluto TV's near-term strategy under Viacom ownership includes a rollout of new channels, each featuring archival material by topic (ranging from MTV dating series to stand-up performances at Comedy Central and outdoor adventures from Spike).

Hosts:  Up-tempo, yet smooth remarks by Moran, Viacom Digital Studios President Kelly Day and Viacom Chief Research Officer Colleen Fahey Rush. 

Star Time:  Fine performance by rising country music star Kelsea Ballerini (currently on tour with Kelly Clarkson, whose new daytime talk/variety show syndicated by NBCUniversal begins this fall). "Miss Me More," her first song of two, is a winner.  Spade also contributed a few laughs while talking up his new series.

Data Insight:  This event was rich with plenty of data takeaways, well-spaced throughout the presentation.  A few choice bits: Nickelodeon and MTV have 300 million and 250 million-plus social media followers respectively; Viacom's digital initiatives combined reach 80 percent of all adults 18-34 and 80 percent of all kids 2-11; Pluto TV has 15 million active users per month.  Viacom also offered this macro factoid: the majority of people under age 35 will be people of color by 2024. 

Innovative Opportunity: Several opportunities were showcased, including branded series sponsorships (such as Mixed Up Challenge, a Nickelodeon production for Kraft Heinz' Oscar Mayer products), cross-platform campaigns and involvement with VidCon, the annual digital content exhibition, marking 10 years this July, as well as other live events. 

Cuisine:  Various hot and cold delectables were served behind the stage post-presentation.  Best eats: kale pancetta with a touch of blue cheese and artichoke fondue.  Worst eat: veggie spring roll (too much carrot inside).

Key Takeaway:  All six of Viacom's core linear networks (BET/Comedy Central/MTV/Nickelodeon/Nick. Jr./Paramount Network) will enter or expand their presence in multiple media venues over the next year, from social to smart TV set/device content distribution and live events.  Result: plenty more cross-network and cross-platform advertising, marketing and promotion opportunities.

Next up: Verizon Media

Photo at top from left to right:  Jessica Vultaggio, Head of Marketing, Oscar Mayer at Kraft Heinz; Tom Ryan, CEO & Co-founder, Pluto TV; Eva Gutowski, Digital Star; Nala Cat, Digital Star; Brent Rivera, Digital Star; Kelsea Ballerini; David Spade; Kelly Day, President of Viacom Digital Studios; Colleen Fahey Rush, Chief Research Officer, Viacom; Amy Kuessner, Senior Vice President of Content Acquisition, Pluto TV; Sean Moran, Head of Ad Solutions, Viacom, and Marc Lamont Hill, Digital Star.  Photo courtesy of Viacom.

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