The annual NewFronts returned to New York this spring with plenty of sparkle, but beneath the glamour and skyline views, the tone was noticeably sharper. Amid economic uncertainty and shifting consumer behavior, this year’s NewFronts were less about flash—and more about function.
With ad budgets under pressure and audience attention fragmenting, media companies are racing to prove one thing: they can still deliver relevance, results, and cultural resonance in a crowded, fast-moving landscape.
Here are five takeaways from the most talked-about moments at NewFronts 2025:
1. Yahoo Shows It’s Not Just Still Here—It’s Playing to Win
Yahoo took over Peak at Hudson Yards to celebrate 30 years in digital media—and used the occasion to remind everyone of its scale and staying power. With 230 million logged-in users, Yahoo is leaning hard into first-party data, AI integration, and performance marketing.
Big moves included:
- A data-powered DSP that integrates directly with Yahoo Mail and News,
- A sports media partnership with Kevin Durant’s Boardroom,
- A weekly parenting column tied to the hit Big Little Feelings podcast.
Live cameos from Carmelo Anthony and Russell Wilson energized the crowd, but Yahoo’s biggest flex was proving it can blend legacy reach with modern precision—especially as major sporting events heat up in 2025 and beyond.
2. Snap Bets on Chat, Not Just Stories
Snap brought the energy to Pier 36, greeting attendees with Moët bottles and a surprise performance from Cynthia Erivo. But the real news was around Snap’s pivot toward deeper, more direct engagement.
New features included:
- Sponsored Snaps—visual ad units embedded in user chats,
- Smart Bidding and Smart Budget tools for automated optimization,
- Campaign results from brands like Wicked and Kroger that demonstrated strong ROI.
Snap’s message: it’s not just for Gen Z vibes and disappearing selfies anymore. It’s a performance channel built for conversion, powered by personal interactions that don’t feel like traditional ads.
3. The New York Times Goes Beyond News, Into Everyday Life
The Times made it clear: it’s not just a newspaper—it’s a lifestyle platform. Emceed by The Daily’s Michael Barbaro, their presentation spotlighted how the company is using its cultural footprint to connect advertisers with engaged, informed readers.
Highlights:
- BrandMatch, an AI tool that aligns content and ads based on brand briefs,
- Sponsored Access, allowing advertisers to unlock premium articles for wider audiences,
- Expanding lifestyle coverage through Wirecutter, Games, Cooking, and The Athletic.
Whether it’s Wordle stats (11B puzzles solved last year) or new content formats like podcast-led video series, the Times is proving that trust + utility = engagement—and ad value.
4. Meta Leans Into Video, Creators, and Threads
Meta didn’t hold back—literally turning their NewFront into a trivia showdown featuring influencers and product announcements. The company unveiled updates that push Reels, Threads, and creator partnerships further into the spotlight.
Key announcements:
- Reels Trending Ads placed next to top creator content across beauty, sports, and fashion,
- Testing Creator Marketplace APIs and Trend Rankings to guide brand collaborations,
- Expanding Threads to global advertisers with video ads and early brand case studies.
The overall theme? Video is king, creators are the bridge, and Threads is Meta’s not-so-secret weapon to stay relevant in the Twitter/X era.
5. Outcome-Driven Ads Are In, Vanity Metrics Are Out
The unspoken vibe across nearly every presentation? Glamour alone doesn’t close deals anymore. Advertisers want measurement, tools, and flexibility. Case studies ruled the stage, from Snap’s campaign lift metrics to Yahoo’s AI-driven content personalization.
Even flashy moments—like Cynthia Erivo’s breathtaking rendition of Feeling Good or NYT’s Wordle demos—were wrapped in messaging about attention, retention, and action.
Across the board, platforms focused on:
- Proving real engagement (not just impressions),
- Offering turnkey tools that simplify planning and optimization,
- Helping brands scale creative with less waste and more insight.
Final Word
The 2025 NewFronts showed that media companies are adapting fast. With tighter budgets and bigger stakes, it’s no longer enough to entertain—it’s about enabling real outcomes.
Whether through creator-led engagement, AI-driven personalization, or shoppable storytelling, the winners this year were the ones who could prove not just how many people they reach—but how well they can turn those impressions into impact.