Yahoo UK managing director Nigel Clarkson hosted this year’s Upfront session in London, focusing on the future for agencies and brands.

Clarkson reminded that audience that the “big two”, Facebook and Google, do not actually create content – while Yahoo in September 2016 was the most-read news site globally. “Content can mean everything and nothing,” he added.

Yahoo UK editor-in-chief Nick Petche, former captain of the English national rugby team Lawrence Dallaglio and YouTuber and author Alfie Deyes discussed the changing model of news as influencers, news bloggers and traditional journalists combine.

Deyes, who has been on YouTube for over seven years, discussed the era of distribution moving to circulation, where publishers put content out that’s more shareable than newsworthy.

Having turned down 98% of sponsorship opportunities, as the value of his relationship with his audience was most important to him. However, he talked about a successful partnership with Direct Line who had helped him learn to drive, with the audience setting him driving-related challenges.

“People want honest, raw, emotional content,” he added. “Everyone has a voice, now there are just more voices to choose from and I love it.”

Petche discussed how, with the internet, people expected 24/7 content and updates, where as a traditional newspaper had finite space.

Three Yahoo employees took to the stage to debate the relative importance of data, technology and content, with one arguing his point through a well-rehearsed rap. The conclusion was a three way draw.

The talk also covered the evolution of Yahoo’s ad tech offering spearheaded by Yahoo Gemini, and a discussion on how full service content marketing studio Yahoo Storytellers is helping brands and agencies create engaging campaigns.