NEW YORK ( CNBC) -- Internet giants want to steal some of the $60 billion dollars marketers spent on TV advertising last year--digital video drew just $2 billion in spending--so they're taking a page from the networks, and they're playing by Madison Avenue's rules. Ahead of the traditional TV "Upfronts," the networks' presentation of new shows to advertisers, digital media companies like Hulu, YouTube ( GOOG ), Yahoo ( YHOO) and MSN ( MSFT), are putting together their own version, called "Digital Video Newfronts." The goal: showcase both original content and all the advantages of online ads--like the fact that they can be narrowly targeted and measured. Hulu kicks off the NewFronts with a presentation to 500 advertisers--showcasing its licensed content from 350 partners, plus new exclusive shows. Perhaps most important, Hulu, which is co-owned by Disney ( DIS), News Corp ( NWS) and NBC Universal ( CMCSA), will explain why Hulu's ad format has distinct advantages over broadcast TV.
By Julia Boorstin, CNBC Correspondent
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