Conde Nast introduces Digital Catalyst

Conde Nast just announced the introduction of" digital catalyst groups" to facilitate digital audience buying processes. Christopher Reynolds, VP of marketing analytics at Conde Nast, explained during a panel at the Adobe Summit that Conde Nast has developed catalyst groups in order to efficiently deliver advertisers digital audiences.

Conde Nast’s digital analytics team has classified Conde Nast 55 million subscribers into 10 audience segments. The analytics team scoured over on and off-line data and syndicated research. Catalyst groups include “Alpha-Millennial,” which account for young influencers; “Lovemark Mom,” moms who prefer brand names over generic brands; “Motor Maven,” consumers who are ahead of the car curve; the well-traveled “Shopping without Borders” group; the “Tech-thusiast” set; and mostly-single and highly social “On-The-Towners.”

“The idea of delivering huge customer volume and let advertisers choose doesn’t work anymore”, Christopher Reynolds, VP of marketing analytics at Condé Nast, said during a panel at the Adobe Summit which is taking place in Salt Lake City, Utah.

To make editorial changes based on trending analytics may not result in the best content for a media properties core audience.

Interaction between editorial and analytics

Asked by Brad Rencher, SVP and General Manager of Digital Marketing at Adobe?, about the relationship between the editorial team and the digital analytics team at Conde Nast. Reynolds noted that the editorial team often works more with gut feeling and that this does not have to be a bad thing. Digital Analytics, however, allows to see what a media properties core audience. On the other side, Reynolds warned that to make editorial changes based on trending analytics (e.g. Trending themes on Twitter) may not be the best fit for the core audience.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

#Portada16: Are Multicultural Media Buying Agencies Necessary?

#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.


Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate, the next generation global content leader, and Univision Communications Inc. are teaming to launch a premium subscription video on demand (SVOD) service for the booming Hispanic movie-going audience in the U.S.The new premium on demand movie service will tap base of more than 50 million hispanic consumers in the U.S.


IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world.