Conde Nast Rolls Out Digital Video Network
After nearly a decade of dabbling, Condé Nast Entertainment is finally getting serious about original video content. This week, the media company is rolling out a digital video
network, which boasts a full slate of original fare.
“Elevator Makeover” is one such weekly series, under the umbrella of Glamour, which is being hosted by “beauty guru” Jessica Harlow. She comes to the table with a YouTube following of some 450,000 subscribers -- and Glamour contributor Theodore Leaf.
For GQ, Condé developed several series, including “Fighting Weight” -- a weekly workout guide hosted by actor Erik Valdez, and featuring routines, tips and secrets to sculpt a better body.
At launch, the Glamour and GQ-branded series are being sponsored by Procter & Gamble, Microsoft and Mondelez International.
“This sponsorship allows us to be at the forefront of the ever-changing environment of consumer experience,” Julie Eddleman, marketing director US Brand Operations, P&G, said Tuesday.
Each series has multiple episodes available at launch, and will be housed in a custom embeddable video player. Future episodes of each series are expected to be released on a weekly basis. They will get their own YouTube channel, and it will be distributed widely across the Web, IPTV, mobile and tablet platforms.
Domestically, Condé Nast
encompasses 27 Web sites -- including Vogue.com, GQ.com, Bonappetit.com, and Glamour.com -- and roughly 50 apps for mobile and tablet devices.
Although slow to embrace the digital
revolution, Condé has become increasingly willing to invest in technology, content, and online advertising initiatives. Just last week, it debuted a new digital marketing tool, which it
promised would connect advertisers with its most influential readers.
Culled from countless digital interactions, direct mail programs and brand research efforts, Condé
created 10 audience segments or “catalysts.”
All told, using data from its Preferred Subscriber Network, Condé said it analyzed 55 million subscribers to create
these unique groups, each of which share similar interests and online behavior.
American Express and Neiman Marcus have already signed up for “Condé Nast Catalyst:
Audience by Design,” as the effort has been named.
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