The Conde Nast NEWFRONT
04.28.15 | By George Hammer —
What Conde Nast Is Up To… And Why
Premium video goes mainstream
Not too long ago there was a shortage of premium video advertising and sponsorship opportunities for brands. Fast forward to Newfront 2015 and the situation is rapidly changing. Case in point: Conde Nast Entertainment (CNE) announced an additional 30 new web series. It’s going to be interesting to see if we finally hit the tipping point with supply resulting in price drops and eventually fewer new series in 2016 as the economics become difficult to produce.
The Vice model takes hold
Internet properties have learned that you can program a website like television with channels versus just an accumulation of content under one roof. It’s not new but VICE’s success in launching digital channels is making everyone take notice. CNE builds upon their channel offering by announcing the launch of Vogue, Wired and Vanity Fair; followed by Teen Vogue, Epicurious and Style.com channels later in the year.
Audiences are splintered across the web
People live in their social feed and spend less time bookmarking and going to any one particular destination. Conde realizes this trend and is deploying a content everywhere model versus trying to capture an audience on .COM only. They announced syndication deals with AOL, Yahoo, Twitter, Dailymotion and Grab Media in addition to already being available on 25 platforms like Roku.
Is Conde bringing back the Portal?
The social news feed has replaced the portals of yesterday. Yet, brands recently have been notorious for launching content curation hubs because of the filters Facebook applied and how difficult it is to grab an audience’s attention. Conde is jumping in this game too with the July 2015 launch of their curation platform called THE SCENE. This platform will include CNE content plus programs from partners like Buzzfeed, The Weather Channel, etc.
In a personal observation, the sponsoring and advertising in a curation hub or a portal is up for debate. What is clear is that the traditional publishing companies like NY Times (who hosted their NewFront presentation on Monday, April 27) and Conde Nast are making serious content investments and strategic partnership plays within and outside of their network.
George Hammer is SVP, Content Strategy, Digitas Studios