In its 2018 newfront presentation, Oath announced itself as a collection of trusted brands, and offered 10 upcoming video series for deepening its relationship with viewers. Oath is the Verizon subsidiary that holds AOL, Yahoo, HuffPost, Makers, Build, Yahoo Finance, Yahoo Sports, and more. While other publishers are highlighting distribution partnerships this year, Oath’s powerful message to brands was that it could reach viewers at scale all by itself.
Highlights from the new series include “Soccer Mom” (Abby Wambach and other athletes talk about their roles as parents), “I Promise” (a documentary project with the LeBron James Family Foundation about an innovative new school in Akron, Ohio), and “Makers Money” (a weekly financial series that helps women taken control of their financial lives). Oath will also create a morning show and a behind-the-scenes show for its Build series, look at the new wave of women running for office with HuffPost, and create a snackable daily sports show for Yahoo Sports.
The Oath NewFront kicked off with a welcome from CEO Tim Armstrong, then turned into a boisterous musical happening led by actor Jamie Foxx. Foxx showed himself to be a tireless entertainer and perhaps the hardest working person of the 2018 newfronts, managing to give the highly scripted evening the feeling that anything could happen. Throughout the event, Oath wasn’t shy about asking advertising partners to commit money for brand integrations, creative ad formats, and programmatic buys.
“This is not your typical upfront; it’s an uprising at a time when high-quality, brand-safe content matters more than ever,” said John DeVine, chief revenue officer for Oath. “With our deep editorial expertise in sports, news, entertainment, and finance, we’re creating video programming that consumers crave, while making it even easier for advertisers to reach these audiences with three simple ways to buy video and make their dollars work smarter.”