The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
NEW YORK, United States —Conde Nast is joining with Comcast Corp's NBCUniversal and Vox Media to package their digital inventory for sale to advertisers, the companies announced Thursday.
Digital advertising giants like Alphabet’s Google and Facebook Inc are gobbling up a lion’s share of digital ad dollars, and eMarketer forecasts the two companies will make up 60 percent of the US digital ad market this year.
That has forced media companies that previously competed for ad dollars to work together to offer advertisers larger scale than each would be able to their own.
Conde Nast’s properties include major US publishers like GQ, Vogue, Vanity Fair and The New Yorker. The three companies claim to reach more than 200 million consumers and 99 percent of millennials, according to January data from comScore.
ADVERTISEMENT
This new ad product with Conde Nast adds video advertising, as well as the publisher’s data offering, called Spire, which combines digital behavioural data with online and offline purchase data that is designed to help advertisers better tailor their campaigns for individual people.
“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, NBCU’s chairman of advertising sales and client partnerships, in a statement.
The move comes at the start of the time of year known as the annual upfront marketplace, between March-May, when many major US media companies sell the bulk of their ad inventory for the next year.
Though upfronts have traditionally been focused more on television advertising, the rise in digital viewing has forced media companies to come to the ad market with a more holistic approach and sell TV and digital inventory together.
Last year, NBCU and Vox came to the market with their own ad product called Concert, which allowed brands to purchase digital display advertising inventory across both companies’ properties.
NBCU invested $200 million in Vox in 2015, one of a flurry of investments into digital companies by the Comcast Corp unit, which has put $400 million into BuzzFeed and most recently invested $500 million as part of Snap Inc’s initial public offering last week.
By Tim Baysinger; editor: Bernadette Baum.
The brand, which celebrates its 65th anniversary this year, is introducing a new logo as part of a larger refresh in a bid to push the brand into the future.
Well, not exactly. But some surprising names made an impression on the red carpet alongside the likes of Loewe, Alaïa and Balmain.
The designer — whose bright, arty clothes earned him a place in the 2021 LVMH Prize Finals, and a guest designer post for Louis Vuitton — curated a set at the Netflix Is a Joke Festival this weekend, the latest example of his creative approach to building brand awareness.
Practitioners of this historically behind-the-scenes profession are building powerful followings, riding a wave of interest in how the fashion sausage is made. But even the highest-profile PRs caution that the client still has to comes first.