What Makes a Great Event? Lessons from VIZIO’s NewFronts
Photo credit Fabric Media for VIZIO
I’ve been in the NewFronts game long enough to remember when Aol, Microsoft and Yahoo! were the hot tickets! From Digitas’ earliest New Fronts in 2008 to my days producing the first Collective Digital Studios (Studio 71) NewFronts, all the way to Revry’s paradigm-busting 2023 musical spectacular (which Ad Age’s Parker Herren dubbed “far more fabulous than the typical pitch”), I’ve seen the good, the bad, and the “why is this still going?”
So when I say the 2025 VIZIO NewFront called “Beyond the Glass” was solid, I mean it. Let’s break down why it worked—and what every marcomms pro can learn from it.
For those wondering, a NewFront is part of an annual series of presentations organized by the Interactive Advertising Bureau (IAB), designed to give digital media companies a high-profile stage to pitch upcoming content and advertising opportunities directly to media buyers, advertisers, and brand marketers—similar to TV Upfronts, but focused on digital video and emerging platforms.
Location Still Matters
You can’t underestimate the power of where. Holding the event at Penn 2, perched above one of the most accessible locations in the city, removed friction from the very start. Midtown Manhattan, easy to get to, hard to miss. Not too far west, east or downtown, or an Uber-only venue—just a clean, beautiful space with energy to spare.
Details That Set the Mood
Before the first video even lit up on stage, VIZIO nailed the vibe. The pre-show space was alive with industry buzz, plenty of snacks post-lunch, multiple screens showing visuals, and signage that guided people as to what was happening. The check-in process? Smooth. Fast. Friendly. You got in, you knew where to go, and the bathroom was very close. That’s half the battle right there.
Polished Presenters, Confident Core
Public speaking isn’t everyone’s gift—and that’s okay. What matters is preparation. The VIZIO team was clearly experienced in their delivery . No rambling, no awkward transitions, no “next slide please.” Having a stable, seasoned group of execs who present together year-round meant this team delivered with confidence and clarity. The crowd didn’t just watch—they listened. Big difference.
Messaging That Mattered
Here’s where VIZIO really shined. The company is fresh off a $2.3 billion acquisition by Walmart, and they led with that story. No smoke and mirrors—just straight talk on how the integration is progressing, what a combined advertising solution means, and how brands can use Walmart’s data to reach VIZIO’s massive audience of 79 million. They hit the right notes and skipped the buzzword bingo. Marketers don’t need more jargon. They need relevance, clarity, and actionable insight.
So, what’s in the playbook for a great industry event?
Choose a location that invites people in, not wears them out
Craft the guest experience from the moment they walk in—not just when they sit down
Put polished presenters in front who know the brand and know how to speak like humans
Lead with a message that matters and skip the fluff
At the end of the day, there are many more things that can make your event great. And Never forget that the right structure, storytelling, and tone will let your audience lean in, not check out.
What’s your tentpole event strategy looking like this year?
