Vox Media and NBCUniversal are partnering on today’s launch of “Concert,” which the companies are calling “the largest premium quality content and audience inventory available to advertisers.” Concert is the first major partnership initiative since NBCU’s strategic investment in Vox Media in August 2015.
“Concert gives brand marketers the ability to reach a high value audience of more than 150 million people across Vox Media’s eight properties and NBCUniversal’s digital properties,” the companies said in their announcement, citing recent ComScore data. “Concert brings industry-leading mobile, video, native, and high-impact advertising products that deliver higher engagement, with valued storytelling, superior technology and audience scale, to the marketplace.”
Said Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal: “We are combining the scale and diversity of NBCUniversal’s content portfolio and audiences with Vox Media’s leading brands, technology capabilities and advertising products. With Vox we are creating a best-in-class premium advertising capability that is unparalleled in the marketplace. And, with one conversation, our clients can easily access a safe, quality environment to extend their campaigns.”
Jim Bankoff, CEO and Chairman, Vox Media, added: “Vox Media has been committed since day one to raising the quality bar in digital advertising for marketers and audiences. Now, with NBCUniversal as our partner, we have the opportunity to take what works so well across Vox Media’s advertising program and our own properties, and scale it across more of the best brands in media and to a larger audience. This is an important step in elevating the standard of digital advertising, and in creating a new class of advertising: premium quality at scale.”
The announcement adds: “Vox Media has built an advanced advertising platform in response to a market that failed to offer brand storytelling solutions that were as high quality as the content surrounding them. Concert’s data product capability enables real-time creative optimizations — including copy, image, and CTA — delivering 12x engagement compared to standard alternatives, thereby enhancing return value for marketers. To date, this advertising platform has scaled successfully across Vox Media’s eight brands with 8,000 unique ads in 2015 alone.”