Condé Nast, NBCUniversal and Vox Media today announced a new partnership to deliver an unprecedented, unified offering to advertisers. Condé Nast brings its industry-leading data capabilities — Spire — and digital audiences to partner with Vox Media and NBCUniversal’s Concert advertising platform, which will reach over 200 million consumers and 99% of millennials* in the U.S. across the three companies’ digital networks.
As part of the partnership, Condé Nast, NBCUniversal and Vox Media have jointly developed two new innovative ad products, focused on high-performing mobile video and branded content capabilities pairing the highest-quality digital content on the market today, with best-in-class ad products and data solutions.
"The market demands innovation in advertising and data solutions against scalable audiences," said Fred Santarpia, chief digital officer and executive vice president of Condé Nast. "Offering marketers a combined reach over 200 million consumers of premium content, using innovative ad products and highly targeted data solutions is an offering you can’t find anywhere else."
Condé Nast’s Spire combines digital behavioral data with online and offline purchase data to provide the ability to optimize campaigns in real time and at a highly personalized level. Spire’s capabilities were recently enhanced to include targeting across social media, enabling marketers to reach their desired audiences at all of the right moments and across all platforms.
"When brand marketers choose Concert, they now gain access to the most trusted environment available in digital advertising today; the largest, most valuable audiences; and the best data insights from Condé Nast's Spire capabilities," said Jim Bankoff, CEO and Chairman of Vox Media. "The performance of video content distributed through Concert is unparalleled, visually stunning, and in the context of dozens of the most trusted, authoritative media brands."
Concert was jointly launched by Vox Media and NBCUniversal in April 2016 to deliver high impact, premium advertising solutions in a trusted environment that work for marketers and audiences at scale. Concert currently delivers five times the engagement of other premium advertising platforms.
"Our goal always is to deliver for our marketing partners scalable, high quality advertising experiences aligned with the targeted data they need to reach consumers in a uniquely trusted environment," said Linda Yaccarino, Chairman Advertising Sales and Client Partnerships, NBCUniversal. "Through this partnership, we and Vox Media are thrilled to join with Condé Nast – another like-minded premium content company – to not only deliver that quality content, but also reach over 200 million consumers like never before."
*January 2017 comScore