During the IAB’s virtual NewFronts Tuesday afternoon, Condé Nast announced the launch of new ad products, a podcast network and a slate of video programming,
The publisher’s pitch to advertisers tuning into the livestream: Condé Nast’s brands influence consumers across owned-and-operated, social, streaming, linear TV and audio platforms.
Its “Influence Network” “has more scale than influencers and more influence than television” and is an opportunity for “new voices, diverse content and inclusive programming that is more representative of multicultural audiences and communities.”
"In a rapidly changing environment, our advertisers are looking for a trusted partner that can deliver flexibility, new incremental audiences and measurable performance,” stated Pam Drucker Mann, Global Chief Revenue Officer and president of U.S. revenue.
Condé Nast has delivered 22 million unique incremental individuals who were not reached by broadcast or cable TV, according to Nielsen Media Impact data.
The company's new ad products include Prime Live, which offers advertisers the opportunity to own Condé Nast’s marquee cultural events, such as the Vanity Fair Oscar Red Carpet and Vogue’s Met Gala.
A new live talk show “Good Morning Vogue” will launch during New York Fashion Week.
Condé Nast also unveiled Prime Shoppable, which lets audiences directly purchase items from original video.
In the presentation, Drucker Mann noted that Vogue’s “Beauty Secrets” YouTube series, in which celebrities demonstrate their make-up routines, can feature up to 30 shoppable items.
Prime Shoppable “gives consumers what they want right now, and gives real-time performance,” she said.
The product can be implemented across categories and shopping destinations, such as Instagram, Pinterest, YouTube and Snapchat, as well as Condé Nast’s owned-and-operated properties.
GQ’s “Grooming Gods" will be the debut series for the technology.
There are over 150 digital video pilots in production and 50 new social media series slated for the 2020-2021 season. Fifty-seven series are returning.
Architectural Digest, for example, is producing a new IGTV show “AD Visits.” Editor-in-chief Amy Astley talks with design experts and goes inside the homes of celebrities.
Condé Nast is also doubling down on its linear TV efforts, with new launches across Roku, Vizio and Pluto.
The company is rolling out branded entertainment directly into its linear feeds and will promote them across digital and social channels to drive tune-in.
This strategy follows the success of GQ Sports' branded series “My First Million.” Athletes share how they splurged and saved after becoming millionaires.
Earlier this year, the company launched five brand studios at The New Yorker, Vogue, GQ, WIRED and Vanity Fair.
The publisher also announced the launch of the Condé Nast Podcast Network.
Seven new podcasts will debut this year, including “The Pitchfork Review,” “Get Wired” and “In Vogue,” which will be hosted by Anna Wintour, global content advisor and editor of Vogue.
In 2019, Condé Nast’s audience listened to more than 28 million hours across its podcasts. Downloads grew by 26% in 2020.
Condé Nast’s video network experienced a 60% increase in views on O&O, and a 61% spike in watch time on YouTube.
Across all of the company’s YouTube channels, Condé Nast had more than 45 million subscribers, a 52% bump year-over-year.
In addition, GQ Sports is partnering with the National Basketball Players Association to launch an exclusive series for a streaming service and four digital shows with the NBA’s top talent, according to the NewFront presentation.
The debut series “Training My Double” will be directed exclusively by Black filmmakers.