Condé Nast said it will expand its over-the-top (OTT) video offerings with dedicated channels for Wired, GQ and Bon Appétit, part of a NewFronts presentation that also lifted the curtain on 60 digital pilots and a range of new Snapchat shows.
Wired’s OTT service will launch later this year on AppleTV, Roku and Amazon Fire, with the other two launches slated for 2019, the company said during its pitch to digital ad buyers held at 100 Barclay.
“While consumers have more screens and more content to choose from than ever before, advertisers face the challenge of less buyable options,” said Pamela Drucker Mann, chief revenue and marketing officer of Condé Nast. “Condé Nast has the engagement, brand safety and influence that make us the most impactful, buyable solution in the industry. And our new OTT expansion is significant because it brings the quality of Condé Nast to next gen consumers on new platforms, and in new ways.”
Dawn Ostroff, the network TV veteran who has been president of Condé Nast Entertainment since 2011, called the company’s offerings “the new primetime for a new generation.” She pointed to the mix of owned and operated channels, OTT, YouTube, social video and syndication. All together, Condé Nast ranks No. 17 in a recent comScore ranking of the top 100 video properties, she said.
The first three episodes of the company’s Snapchat show True Crime / Uncovered have attracted 10 million viewers to date, with full sponsorship. Three more episodes will be produced in the first season, and Snapchat has renewed the show for a second season.
Series by and large hew closely to the brand proposition of each Condé property. The discipline has helped the company gain traction, execs said. Overall digital video views hit 12 billion in 2017 and had a record-breaking first quarter in 2018 with global video views up across all platforms 77% from the year-earlier period.