Christopher Reynolds, VP of marketing analytics at Condé Nast, spoke about how the publisher is improving its audience knowledge and helping advertisers better leverage its sites, at the Adobe Digital Marketing Summit this morning.
“There is a lot of pressure from the buying side to focus more on the audiences,” Reynolds told Adobe’s Brad Rencher at the opening keynote on March 6. “A lot of that has to do with the technologies available out there to understand the audience the buy is buying for them. And publishers have to focus on who they can bring to the table.”
Reynolds spoke about today’s launch of Condé Nast Catalyst: Audience By Design, a product that brings together all the offline information the company has about its subscribers and, using the Adobe Audience Management tool (naturally), bringing that online, packaging it into 10 core audience segments, and offering that information to its advertisers.
“We think it’s really changing the real-time buying model,” Reynolds added. “We’re saying, ‘We know these people. We’ve had relationships with them for years and we understand what they like and don’t like and here’s a group of them we think would be great for your product.’ We’re adding our level of experience and knowledge to that dynamic environment.”
The 10 core audience groups include prestige pioneer (prestige beauty), big basket beauty (mass beauty), right from the runway, eclectic stylist, alpha-millennial, lovemark mom, motor maven, shopping without borders, tech-thusiast, and on-the-towners, Condé Nast explained in its announcement about the news. American Express and Nieman Marcus are the first advertisers to leverage Condé Nast Catalyst.
“This is a great move by Condé Nast that will not only go a long way to ensuring that people who use their sites are served advertising that is relevant to their interests, it will give marketers an opportunity to efficiently reach specific affinity audiences across the breadth of the Condé Nast portfolio of premium content sites,” said Louis Paskalis, VP of global media, content development and mobile marketing at American Express, in a statement about the news.
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