The IAB is recommending NewFront presenters stream their planned events instead of hosting in-person gatherings, due to fears of the coronavirus.
While the trade body has not gone so far as to outright cancel the event, which is scheduled to run from April 27 through May 6, it is encouraging presenters to utilize a new video-streaming option.
YouTube said it will swap its in-person event for a streaming-only presentation.
"Out of an abundance of caution for the health and safety of our customers, partners and employees, and in alignment with the best practices laid out by the CDC, WHO and other relevant entities regarding the coronavirus (COVID-19), YouTube has decided to shift Brandcast to a digital-first event to be premiered on YouTube. We will share more details shortly," the company said in a statement.
The NewFronts will give the option for brands, ad agencies and publishers to design their individual events “to fit their business needs, and facilitate decision-making and buying,” the organization said in a statement.
“To be clear, based on feedback from longtime NewFronts participants, we at IAB strongly recommend streaming-only productions for all presenters,” the organization said. “However, we are committed to supporting the industry and believe that the new streaming option we’re outlining here allows for the most flexibility to serve your specific requirements.”
Twitter says it is re-thinking its NewFronts strategy after it suspended all non-critical business travel and events last week.