Relying on years of audience and brand data, Condé Nast is rolling out a new digital marketing tool, which it says can connect advertisers with its
most influential readers.
“We’re mining the benefits of our renowned print legacy,” said Lou Cona, chief marketing officer at Condé Nast. The media company “is in the enviable position of possessing valuable data about very influential consumers, including coveted information on luxury product preferences.”
Culled from countless digital interactions, direct mail programs and brand research efforts, Condé has created 10 audience segments or “catalysts.”
The “catalyst” groups include “Prestige Pioneer,” which is made up of top buyers of beauty products, and early adopters; “Big-Basket Beauty,” or high-volume buyers of mass beauty products; “Right from the Runway,” which lumps together luxury fashion followers; and “Eclectic Stylist,” or “high/low” fashion buyers.
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.
Developed in partnership with Adobe Audience Manager, Cona said Catalyst will supplement brands’ site-specific reach.
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 and online advertising initiatives. Last summer, for example, it made an undisclosed investment in cloud-based ad platform Flite, which it also agreed to use to deliver rich media ads across its Web sites.
Additional catalyst groups include “Alpha-Millennial,” which account for young influencers; “Lovemark Mom,” moms who prefer brand names over generic brands; “Motor Maven,” consumers who are ahead of the car curve; the well-traveled “Shopping without Borders” group; the “Tech-thusiast” set; and mostly-single and highly social “On-The-Towners.”