What’s Zynga Doing at the NewFronts Anyway?
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What’s a gaming company like Zynga, which doesn’t produce anything resembling episodic video content, doing at the Digital Content NewFronts?
A former tech darling whose stock has taken a beating since it went public at the end of 2011, Zynga is now looking to endear itself to a crowd of agency executives and marketers at its show for advertisers and agencies tonight. It’s not unveiling any programming, but will instead demo familiar games like “Draw Something 2,” “Farmville 2” and “Running With Friends” and have performers dressed as game characters to mingle with guests.
The fact that Zynga is part of the NewFronts at all is because of a change in philosophy about what they should be. The guiding principle of the NewFronts last year was premium video at scale — it was an effort to win over TV ad budgets, after all — but with the Interactive Advertising Bureau in charge this year, the thought was that video alone was too narrow and other digital content deserved a stage.
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