• by Sara Guaglione , May 18, 2020

Condé Nast has created a new data offering for advertisers to reach consumers during the COVID-19 pandemic.

The offering, called “Now|New|Next Segments” monetizes the magazine publisher's first-party data from its U.S. and international audiences; the two divisions were brought together under one umbrella last year.

Condé Nast says three important consumer categories have emerged since the onset of the global pandemic, spurring the creation of this data offering: 

The “Now” consumer, who is still shopping throughout the crisis, the “New” consumer who is looking at different brands and the “first mover” consumer who will be the “Next” to spend again as businesses reopen, according to Pam Drucker Mann, Condé Nast's Global Chief Revenue Officer and president of U.S. revenue.

“This represents a critical expansion of our portfolio of data products, not only are we expanding our capabilities internationally, but we are also leveraging our online and offline data to reach consumers across online and offline channels,” stated Karthic Bala, Condé Nast's Chief Data Officer.

The segments predict customers' intent, using content interactions and purchase behavior. Advertisers can buy media that runs across Conde Nast's portfolio with this added targeting. 

When comparing April 2019 to April 2020, Condé Nast says its global digital traffic has grown 27% and global video views across platforms are up 85%.

“Many of our advertisers are facing challenges because their doors are closed to consumers, but ours are open, and audiences are spending more time with our content than ever before,” Drucker Mann stated.

Markets such as the U.S., Japan, Mexico, India and France are seeing some of the largest growth in site traffic, according to the company.

Audiences are also continuing to buy: Sales from affiliate links were up 203% year-over-year in April.