“We are the new primetime,” claims the company’s CMO.
The “pivot to video” that countless media companies announced they were making a few years back never really went away — at least not for megalith Condé Nast. The media conglomerate, which owns the likes of Vogue, GQ and Glamour, announced on Wednesday that it has a slate of over 175 new digital video pilots currently in the works.
“While there’s more content in the market today than ever before, a new scarcity has emerged — a scarcity of great content,” Chief Revenue and Marketing Officer Pamela Drucker Mann claimed in a release. “We’re reaching net new audiences you can’t reach on television, or any one platform — we are the new primetime.”
Condé’s new pilots for the 2019-2020 season include “Grails,” a GQ show combining travel and menswear, “Seeing Triple,” an Allure show that gives three makeup artists the same prompt to transform one face and “Closet Confidential,” a Glamour show using virtual reality and featuring Tan France of “Queer Eye” fame.
All of this was presented as good news for advertisers, who can rely on good old-fashioned product placement to get around the fact that the average consumer skips half of all video ads they’re presented (or just avoids them altogether on platforms like Netflix).
“We’re constantly reimagining the ways we connect with our audiences across different screens and viewing experiences,” said president of Condé Nast Entertainment Oren Katzeff. “I’m excited about our new slate of pilots that feature our homegrown talent, renowned expertise and unparalleled access.”
Source: Fashionista.com
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