Brian Angiolet, SVP of consumer products for Verizon, said onstage at the upfront that Go90 caters to an elusive media segment – “cord nevers” who never used traditional broadcast or subscription TV services to begin with.
Go90 will feature video clips from partners like the NFL, Comedy Central, Viacom, Discovery and Scripps and tailor content and ads to millennials’ mobile tastes.
It will include a mashup of live-streamed events and concert footage, as well as short-form videos from some of the large multichannel video networks. Consumers can follow shows or channels they’re interested in similar to a social app.
“We’re not only talking about premium video content, but something that’s mobile and social and backed by data,” Kennedy said. “It’ll feature original content and curated experiences but with programmatic scale.”
Despite Go90’s focus on creating a mobile-first video network, Angiolet said brands still want metrics benchmarked against traditional TV – a goal that underpins the deal with Publicis.
Although Publicis agencies will buy digital pre- and mid-roll formats directly on Go90 with more programmatic functionality to follow, its investment resembles traditional upfront commitments.
“This is an open invitation to partner together on audience aggregation and branded integrations,” Angiolet told an audience of 2,000. “We will have new formats, targeting and data capabilities as a result of AOL and Verizon coming together.”