NewFronts 2016: BuzzFeed makes its pitch to advertisers

Found Remote was on hand for BuzzFeed’s NewFronts presentation today, where it outlined for advertisers its content-creation prowess, reach, and huge engagement numbers. The message was simple: if you’re a brand that wants to authentically reach consumers, you should work with BuzzFeed.

BuzzFeed Founder and CEO Jonah Peretti walked through the sheer numbers: seven billion monthly content views, across 30 platforms in 12 countries. More, 75 per cent of that content is consumed on BuzzFeed owned and operated sites and apps.

With so many publishers trying to replicate BuzzFeed’s success, the company is still the best at recognizing the power of new platforms and creating the right kind of content for it. One example came last month, when the BuzzFeed team took to Facebook Live to see whether it could explode a watermelon with just rubber bands.

It was able to, and it was also able to generate more than 800,000 concurrent views (and more than 10 million total views).

While the watermelon video was not branded, some of its top performing content is: three of its top 15 YouTube videos are branded.

BuzzFeed’s president Greg Coleman described the myriad tools it provides partners to reach the right audiences, whether it’s through sponsoring themes (like Parenting Week), being integrated into stories (You Do You Two), or creating co-branded videos.

Even Google was compelled to team up with BuzzFeed in order to promote Google Photos. Five months following their partnership, the service hit 100 million users.

BuzzFeed also showed off MCN-like capabilities for its BuzzFeed Motion Pictures arm, with stars like Quinta Brunson, Ashley Perez, and The Try Guys creating highly-viewed content open to brand integrations.

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Adam Flomenbaum

Adam Flomenbaum is a global leading expert on social television, over the top platforms, TV Everywhere, and content marketing. Flomenbaum has written for Dime Magazine and Brooklyn’s Finest (ESPN TrueHoop). In January 2014, he began contributing to LostRemote, a leading social TV blog, and was named editor in October 2014.

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