DIGITAL MEDIA INFORMATION 2016
A LITTLE BIT OF HISTORY Established in 1909 in the United States, the Condé Nast publishing house came into existence upon the acquisition of Vogue. Independent company, always following the philosophy of offering the highest quality to the readers and advertisers. Currently, present on 28 markets over the 5 continents and with a total reach of more than 390 M contacts per month. In 1996 Condé Nast launched the first website for Vogue UK and since then it has been in the leading position in digital publishing, with the best known websites, apps and videos on the market.
THE EVOLUTION OF CONDÉ NAST 1903 1916 1924 1932 1939 1965
Condé Montrose Nast buys Vogue and establishes Ediciones
Condé Nast
British Vogue launches;
Condé Nast 1 becomes first company to publish international editions. Condé Nast pioneers
1995 2000 2001
2009 2010
“bleed” printing process first full-color photographic cover In 40th, 50th and 60th decades, the best world fotographers joint to Condé Nast.
Irving Penn, Helmut Newton, Richard Aveddon
2011
Spain with Vogue Magazine
GQ and WIRED are among the first magazines available as a digital edition on the iPad
Vogue has been nominated in 2 Webby categories, “Best Home and Best
Design”
Bronze Lovie Awards in lifestyle.
Also wins ”Gold Laus” to the best multiplatform proyect in the category of Web and digital media.
17 Condé Nast titles are among
Launch Big
Launch
Vogue España, among the first publish with
Windows 8 App.
Traveler.es is awarded with 2 silver Lovie Awards in the categories of “Travel/Tourism” and “Best Writting/ Editorial”.
1st fashion web
Vogue launched first
Spain launch Vogue.es
2014
“Best Writting /Editorial”
Spanish Vanity Fair web wins
Condé Nast founds a Investment Forum of 500 millions to invest in start-ups.
Style.com
GQ web is rewarded with bronze in
for Best Book app
1st web
Epicurious.com
Glamour launched G-Live an image recognition software app, wich alows buy directly what it is in magazine.
the first available at launch of the Kindle Fire and Nook
2012
Glamour Street Fashion Show Resposive Vogue
awards
In Cold Blood
Condé Nast installed in
2013
VFNO
1st app for iPhone Glamour Book received 2 internacional
The New Yorker publishes
pioneers high-low style on her first Vogue cover.
CFDA CFDA/ Vogue Fashion Fund established
Begin development of mobile digital CN.
VOGUE print its
Anna Wintour
1988
2004
site in Spain.
responsive
Vogue España wins Control Awards “Best Monthly Magazine”.
size Glamour
AD site
Strengthening in mobile
2015 2016
app
Relauch of Vanity Fair website Google Format ILB Programatic Trading: Google Adex and Rubicon March: AD 10th aniversary Last trimester VF year character Relaunch GQ site
PORTAFOLIO OF LEADER BRANDS
6,5 K CONTACTS
1,2 K
CONTACTS
Condé Nast brands do not only have the ability to each time achieve the greatest number of contacts through the growth of their platforms and readership, but also to create in the most exquisite, memorable and effective impact possible. Condé Nast Spain reaches more than 18 M impacts per month.
701 K CONTACTS
684 K CONTACTS
2,9 K CONTACTS
1,2 K
CONTACTS
Source: Magazine audience (EGM) + Website audience (comscore MP) + Social network followers December 2015
POWER OF THE GROUP
Condé Nast is much more than the sum of its brands. It’s the perfect destination for a sophisticated, intelligent and influential audience who search for current topics as well as editorial and visual quality.
Women’s audience
Men’s audience
Mixed audience
11,5 M
1,2 M
2,6 M
CONTACTS PER MONTH
CONTACTS PER MONTH
CONTACTS PER MONTH
Source: EGM + Comscore + Social networks December 2015
POWER OF THE GROUP
1M
500 K
ARTICLE VIEWS
UU FaceBook +WEBSITE
45 M
HITS AT THE WEEKEND
POWER OF THE GROUP
TOP ARTICLES MOST VIEWED IN 2015
BEAU TV
+250 K VIEWS
OUR CHALLENGE
The challenge that each brand is facing nowadays is how to reach, seduce and retain clients who are exposed to millions of messages coming from countless channels and authors.
At Condé Nast we know how to reach them, which is reflected in the wide reach of our articles.
CONDÉ NAST rises to the challenge offering its clients tailored VALUES and SOLUTIONS which make a REAL DIFFERENCE on the market. 1
2
THROUGH QUALITY AND EXCELLENCE IN EACH OF ITS PRODUCTS
THROUGHT INNOVATION AT ALL LEVELS AND DIVERSIFICATION
3
4
SUPPORTED BY RESEARCH AND MARKET RECOGNITION
HIGHLIGHTING THE PRESCRIPTIVE POWER AND INFLUENCE OF OUR BRANDS AND READERS
1. EDITORIAL QUALITY AND EXCELLENCE Condé Nast is the leader in developing native content for the brands. Branded content, both in the print version, through the supplements tailored-made for our clients, and in the digital version through fashion films and other formats. The branded content at Condé Nast transcends the editorial universe and takes the form of a global project, for example Vogue Like a Painting.
2. INNOVATION AND DIVERSIFICATION
Our products stay up to date. Although their position is firmly established, they continue to evolve and surprise in their respective sectors.
Moreover, there will be new solutions for the consumption of videos on the main Condé Nast websites.
Vanity Fair website was relaunched in 2015 and in 2016 significant changes are going to be introduced on the websites of GQ, Glamour, Condé Nast Traveler and Vogue.
The innovation and diversification in the products, formats and solutions is key for adapting to the market. Our solutions range from Content Marketing to Experiential Marketing.
3. THE RESEARCH Condé Nast invests in research, in studying the luxury market and its clients and in discovering the role that our brands play in the decision and buying process. Advertising in magazines (online/offline) is the most inspiring and the most helpful in taking purchase decisions, especially in the case of premium and luxury products.
Magazines (online/offline) Revistas on/off!
Periódicos! Newspapers
TV! TV
It inspires me, I like it It gives me shopping ideas It’s a part of a medium I like it if it provides information It’s invisible to me I don’t like it, it bothers me It disturbs what interests me
Source: The Q Factor. Condé Nast and The Cocktail Analysis. 2014. Fuente: The Q Factor. Condé Nast y The Cockatil Analysis. 2014.
Internet! Internet
P. Exterior! Outdoor Advertising
3. THE RESEARCH Condé Nast brands offer the highest quality advertising impact through: • Its best editorial and visual environment • Its inspirational and prescriptive character • Its influence on the buying decision CONDÉ NAST BRANDS
DIRECT COMPETITION BRAND
CONDÉ NAST BRANDS
DIRECT COMPETITION BRANDS
Magazines (online/offline)
ATTENTION GIVEN TO ADVERTISING (THE SAME CAMPAIGN)
TV Newspapers Internet Outdoor Advertising
Magazines (online/offline) TV
MOTIVATION TO BUY (THE SAME CAMPAIGN)
Newspapers Internet Outdoor Advertising
Source: The Q Factor. Condé Nast and The Cocktail Analysis. 2014. Fuente: The Q Factor. Condé Nast y The Cockatil Analysis. 2014.
3. RECOGNITION OF THE SECTOR CONDÉ NAST BRANDS are recognised at the national and international level for its editorial excellence and design, both in digital and print version.
In 2015 Condé Nast was awarded various prizes of the publishing and research sector
• 2 Lovie awards for Vanity Fair website • 1 Lovie award for AD website • Control awards for the best monthly magazine for Vogue • Gold award for the “The Q Factor” study given by the FIPP association.
4. POWER OF INFLUENCE AND PRESCRIPTION
Our content is not only distributed through multiplatform strategies, achieving the most powerful effect, but also through our protagonists and readers who adopt it as their own and share it in their social networks. The high professional level of our journalists, photographers and characters results in the greatest power of attraction, prescription and influence on the market in all decisions connected with luxury products and services.
THE MOST DEVOTED SOCIAL NETWORK AUDIENCE The community of readers and followers of the Condé Nast brands are our best ambassadors. Social networks have now become the main source of traffic to the websites and constitute a substantial percentage of the total reach of each brand. By the end of 2016 we expect to have a community of +9M of followers.
TOTAL Unique users Pages viewed Pag./User Average minutes per visit
4.229.345 58.243.068 14 03:18
1.540.708 17.954.593 12 02:06
1.520.902 8.157.457 5 01:39
720.571 3.778.785 5 01:54
919.938 9.932.614 11 02:22
306.222 6.713.273 22 03:01
9.237.686 104.779.790
Unique users Multi Platform Views Multi Platform Unique users Exclusive Mobile Views Mobile Average minutes per visit Multi P. Average miinute per visit Mobile
2.267.420 36.271.000 1.658.482 23.320.000 3,2 3,3
832.178 7.934.000 638.524 5.553.000 2,0 2,1
820.962 3.005.000 613.084 1.562.000 1,4 1,6
657.049 2.539.000 438.695 1.466.000 1,9 1,8
604.124 4.824.000 441.898 3.290.000 2,2 1,8
258.706 3.466.000 209.529 2.143.000 2,3 2,3
5.440.439 58.039.000 4.000.212 37.334.000
Average age Men Women Upper Class & Mid upper class
36,6 36,7 32,7 37 32 41 55 43 68 59,4 45,1 57,0 36,4 42,7 41,6 35,7
41 53 46,7 49,1
35 29 70,7 47,5
Download acum. Jan 2016
43.498
124.242
56.264
41.348
63.353
88.512
457.217
Download acum. Jan 2016
81.174
83.147
23.244
4.995
1.799
7.319
201.678
3.947.949
1.863.991
625.428
145.054
668.702
540.471
7.791.595
169.362
40.369
21.975
17.666
13.035
5.113
267.520
7.138.369
3.167.169
1.497.265
865.103
1.412.826
909.177
14.989.909
Total Reach:
Sources: Google analytics, Comscore, Apple Store y RRSS Enero 2016
CONDÉ NAST DIGITAL TEAM
• A digital commercial team specializing in designing multibrand strategies tailored for each advertiser • Advice on digital media planning • Innovation and development of customized projects
• Constant creation of new products • Managing a strategic and qualified audience for brands • Measuring goal analysis • Coordination with the editorial team • Studying the trends on the digital market
I N N O VAT I V E F O R M ATS We innovate in commercial and editorial formats
Opportunities for brands to participate in the release of exclusive formats with strong impact on communication.
INSTANT LUXURY BILLBOARD (ILB) •An exclusive format, launched last June, which functions both on the website and mobile devices and focuses on brand recognition, as well as interactivity, incorporating video and photo galleries.. • It is the format with the greatest engagement in the CN portfolio and reaches up to 200% of interactions more than the average for the sector. Time spent on the website exceeds the minute of the demonstration. • The ILB is an unparalleled choice which allows to precisely monitor interactivity. Not only CTR but also any interaction with the piece can be measured.
INSTANT LUXURY BILLBOARD (ILB)
NATIVE FORMATS
1
AS I NSPI RAT I O N Designed to connect with the current audience, with influencers and the new audience, Millennials.
FASHION DRAMA
Exclusive format of in-house production created by Vogue in which fashion is approached with humour, yet with impeccable aesthetics, always starring a well-known personality or an influencer. WATCH VIDEO
60”
A format adapted to new consumer habits of an audience who seek efficiency and value their time above anything else. In just a minute, Vogue decodes main fashion trends in an exquisite production and with an eye for detail characteristic of the title. VER VIDEO
WEBSERIES
A tailor-made production for an advertiser consisting of three to five sections. Such a production was prepared for Juicy Couture in collaboration with Canada, the producer of the moment VER VIDEO
INTERVIEWS WITH INFLUENCERS “A girl with style” An interview in which a designer opens the door to her creative universe. We began with Anine Bing, a phenomenon of the Californian style and social networks. It is ideal for it-girls and young brand ambassadors. VER VIDEO
2
TO INF LU E N CE TH E BUYI N G PRO C E SS Actions aimed at influencing decision-making and the final purchase
BEAU TV
#BeauTV Is the most Vogue version of the classic step by step beauty tutorials.
VER VIDEO
3
C U STO M - M AD E AC TI O N S Created to satisfy the specific needs of the brand
GQ MASSIMO DUTTI
GQ has created a digital edition of GQ select, a style and trend guide to inspire the male target audience and invite them to discover the new Massimo Dutti collections contained within a lifestyle context, visually rich galleries and videos scripted and produced for this very action.
VER VIDEO
VOGUE YSL
Vogue.es created the YSL “Rock & Love” campaign. It was built around a fashion film, accompanied by other pieces of branded content, which positioned YSL Touche Éclat as the object of desire for its consumers. It succeeded in impacting more than 270,000 women.
VER VIDEO
GLAMOUR ESTEE LAUDER It is a branded content action in which four of the most important instagramers in our country tested the latest makeup of the brand, each one sharing her different experiences.
VER VIDEO
At Condé Nast our mission is constant innovation, discovering new formats which create experiences; while offering tailored solutions, improving access to brands from different devices and doing it in the most exciting and unforgettable way.