Conde Nast Health, the company's commercial division dedicated to the health advertising category, held its second annual upfront today, announcing new opportunities for pharmaceutical marketers, in addition to new products and franchises across company brands.
Conde Nast Health reaches more than 73 million monthly ad-supported viewers.
The company introduced a new CitizenNet cookie-less solution called Obsidian that uses AI-powered machine learning to reach high-intent audiences through a combination of content intelligence, audience models and audience interactions. Health advertisers benefit from Obsidian’s use of 1P technology that scores content according to contextual relevancy and optimizes based on frequency, placement and sentiment.
The solution analyzes Spire health models to predict cookie-less consumer intent and interests. Obsidian also allows for the exclusion of specific keywords or pages from targeting and performance layering.
In addition to Obsidian, Conde Nast Health’s upfront highlighted new offerings across video, digital and audio, including a new 360-degree approach called Conde Nast Health Everywhere.
Conde Nast Health Everywhere offers advertisers the ability to unite brand messaging across brands and platforms with guaranteed performance from one partner at scale.
Across video, Conde Nast Health revealed there are 20 new health-focused series set to launch in 2021, including three from Self, and others from Glamour, Allure, Architectural Digest and GQ. Self’s “Body Stories” is also set to return.
Self is set to launch a new digital product called “My Way to Well,” an immersive and interactive hub that allows users to explore health conditions and consider what it means to live with a particular health issue.
Building on Self’s successful health condition center, which launched three years ago and now covers over 70 conditions, Conde Nast Health launch new and expanded digital health destinations, including Glamour’s “What I Live With,” Conde Nast Traveler’s “Travel and Health,” Epicurious’s “Small Changes” and Allure’s “Body and Mind.” The destinations offer marketers a way to meet consumer needs across platforms and brands.
Across audio, Self will launch “Self Ask Me Anything,” a series dedicated to health topics, as Conde Nast prepares for the launch of six other series. During the upfront, Conde Nast Health said it will offer advertisers the opportunity to sponsor health-themed episodes across many of its podcasts.