Condé Nast recently announced that it would be releasing two new programs for its ad partners. The first program incorporates a TV-style approach for buying ads against the videos Condé Nast produces. Rather than continually selling ads throughout the year, the publisher is introducing Condé Nast Prime, an upfront buying opportunity. The company will also be introducing 1 Billion Views, a singular partnership opportunity to build a publishing brand. These new digital video innovations are “powered by an expansion of the company’s video development and production strategy and record digital video performance in 2017,” according to a statement. For its 1 billion views program, Condé will choose one lucky partner to help create an innovative publishing brand under the company’s umbrella.
Condé Nast frequent clients have told company’s CRO and CMO Pamela Drucker Mann that they would like premium content with more scale and which would run on brand safe environments. Drucker said the new Prime feature will give advertisers all of those guarantees against what Drucker Mann calls “blockbuster series.”
“We’re currently selling our video series to advertisers around the clock, but [Prime] will roll up all our impressions available for purchase for 2018,” said Drucker Mann.
“We have created and scaled a next-gen network of premium video storytelling that is driving the highest levels of audience engagement and attention to our brands, and now we have two new ways for advertisers to access it,” said Drucker Mann in the statement. “Condé Nast Prime is the new primetime—featuring scale, quality and talent that are creating deep connections between brands and audiences, and 1 Billion Views offers our partners unique opportunities to build brands utilizing our unmatched access and incredible roster of creative talent.”
Drucker Mann said that she wants 1 Billion Views to flip the usual mode of branded content and help companies “start with an emotional connection” to consumers instead of “becoming more of the noise” that’s all over everyone’s newsfeeds already.