At its annual NewFront presentation (Tuesday 1 May), Condé Nast unveiled its digital video distribution expansion and new programming slate for the 2018-19 season. The company plans to expand its OTT distribution with a dedicated channel for Wired, scheduled to launch later this year, followed next year by channels for Bon Appétit and GQ.
The newly launched channels will be available on AppleTV, Roku and Amazon Fire. Additionally, the company unveiled more than 60 new digital video pilots in production, new series for Snapchat and new ad products that leverage the influence of the company’s portfolio for advertising partners. The company's annual NewFront presentation to advertisers was held in the penthouse of 100 Barclay, a residence recently featured in AD.
“While consumers have more screens and more content to choose from than ever before, advertisers face the challenge of less buyable options,” said Pamela Drucker Mann, chief revenue and marketing officer of Condé Nast. “Condé Nast has the engagement, brand safety and influence that make us the most impactful buyable solution in the industry. And our new OTT expansion is significant because it brings the quality of Condé Nast to next gen consumers on new platforms, and in new ways.”
“Digital platforms are how next gen audiences are consuming content, but we are the what, and currently positioned at No. 17 in comScore’s top 100 video properties, Condé Nast is the new primetime for a new generation,” said Dawn Ostroff, president of Condé Nast Entertainment. “And with 35 blockbuster series and more than 60 new pilots, we are programming every platform consumers use today – from our O&Os, OTT and YouTube to social and syndication, we have created a video network that is popular among millennial and Gen Z audiences, and has surpassed all of our competitors.”*
Condé Nast digital videos garnered 12 billion views in 2017 and continue to grow viewership, with a record-breaking first quarter in 2018 with global video views up across all platforms 77 per cent from last year. The series continually gain industry recognition; this year alone, Condé Nast videos won four Webby Awards, two James Beard Media Awards, an Edward R. Murrow Award for Excellence in Video, and a Dart Award for Excellence in Coverage of Trauma, as well as three ASME nominations. In all, Condé Nast videos have 109 nominations and 40 wins.*
Condé Nast also recently conducted a study with renowned research firm Tapestry, to understand the consumer’s true path to purchase. The findings solidified Condé Nast’s influence in the consumer decision journey and measurable impact within each stage of the journey—often beating out platforms including Facebook and Google.
Condé Nast announced 35 returning blockbuster series and 60 new pilots already in the works for 2018. Using real-time viewer data to drive its development and scheduling decisions, the company has already launched several series this year that became viral hits instantly, including “Lie Detector” for Vanity Fair, which garnered more than 10 million views for its premiere episode.
“Condé Nast has the engagement, brand safety and influence that make us the most impactful buyable solution.” - Pamela Drucker Mann @ #NewFronts2018. Enter #NextGen content. pic.twitter.com/zn80OfeJE9— Condé Nast (@CondeNast) May 1, 2018
Following is the list of pilots announced during the NewFront:
On emerging platforms, the company announced that the first three episodes of its Snapchat Show “True Crime/Uncovered” were fully sponsored and generated over 10 million viewers worldwide. The company is producing three more episodes for season one and announced that Snapchat has already renewed the show for a second season. In addition, Condé Nast has partnered with Snapchat to reimagine four of its biggest blockbuster series with a feel and tone that is distinctively Snap.
Condé Nast also announced that it is expanding its partnership with Google’s VR platform Daydream to produce additional episodes of its popular “Closets” series. The programs will span multiple Condé Nast brands and will explore other amazing spaces, including kitchens, bathrooms and rare collections. In addition, the two companies have several other series in development for the Daydream platform in a variety of categories, including beauty and tech.
The company also unveiled two new ad products designed to leverage the influence of Condé Nast’s iconic brands for advertising partners. The first, Collaborations, is a new opportunity for advertisers to integrate into top performing series across Condé Nast’s 20 exclusive YouTube channels. The second, Amplify, directly connects brands with Condé Nast’s highly influential social communities on Facebook, Instagram and Twitter.
Condé Nast’s experiential NewFront was produced by the company’s in-house agency, 23 Stories.
*Sources: Tapestry March 2018; Adobe; YouTube Analytics; DFP; Partner Data; Facebook Insights; Twitter Analytics; comScore
More like this
Bauer Media’s weekly fashion title, Grazia, is to publish two split covers to coincide with London Fashion Week. The Big Fashion Issue will see a 50/50 cover run for both newsstand and subscription channels.17th Sep 2018 Industry News
Condé Nast has appointed Will Welch editor-in-chief of GQ. Welch will oversee all content creation, production and consumer experiences for each of GQ’s distribution platforms.14th Sep 2018 Industry News
From 1 October 2018, the Bild Group will use Taboola’s recommendation technology across its digital divisions. Within the scope of a strategic partnership, content recommendations for increasing user activation and retention as well as content marketing campaigns to monetise reach are served on the basis of Taboola’s technology.7th Sep 2018 Industry News
Stefan Seghers has been appointed chief digital officer (CDO) of Roularta Media Group (RMG) from 3 September 2018. Seghers will lead the newly established Roularta Digital hub. Stefan will also be a member of the Management Team and report to CEO Xavier Bouckaert.6th Sep 2018 Industry News
Since its acquisition of Rodale's portfolio of magazine titles in January, Hearst has been experimenting at Pennsylvania-based Runner's World and Bicycling, with new business models, new talent, new paper stock and bigger sizes, as well as proposed redesigns for both titles later this autumn.17th Sep 2018 Features
As South Asia warms up to ecommerce, magazines are getting in on the act. Say hello to mcommerce.10th Sep 2018 Features
The team behind Bauer’s weekly TV listing title TV Choice magazine are to launch a brand new magazine dedicated to the 80s.10th Sep 2018 Launches
A year after its launch Facebook is finally rolling out its new video service, Facebook Watch, across the globe. Yet its expansion arrives at an intriguing time for the video market. There are the first signs that the hegemony enjoyed by YouTube for nigh on a decade is now potentially under threat, not just from Facebook, but from multiple rival platforms.10th Sep 2018 Features
As the flagship title of the Slow Journalism movement, the print magazine Delayed Gratification is often described as a kick-back against the hasty pace in which the 24/7 news cycle hunts clickbait, starts telling stories but often miss the end. But associate and founding editor, Matthew Lee says it’s much more than just that.17th Sep 2018 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next