NewFronts 2016: Vox goes linear, doubles down on Snapchat
Vox Media made it clear yesterday at its NewFronts presentation that it can offer advertisers more than just being able to reach premium audiences across a collection of top-notch web properties.
Among the announcements, Vox Entertainment (its programming and development division) will be partnering with A+E Networks’ FYI on a new linear show, ‘Prefabulous,’ about prefabricated homes.
The topic of the show is one example of how online trends can impact linear production decisions. "We're excited to work with FYI to take Curbed's expertise around the pre-fab housing trend to television – as it is consistently one of the top topics across all of Curbed's channels and has proven to draw in a large, young and modern audience," said Marty Moe, President, Vox Media and Vox Entertainment.
Vox will also be expanding its partnership with Snapchat and Vox will not only offer programming for all eight of its brands across Snapchat Discover, but also will build a dedicated Snapchat studio to create better-produced and more content specifically for the platform.
NBCUniversal, which invested $200 million in Vox last summer, was featured heavily. SB Nation will work with NBC Sports to develop content around Sunday Night Football, and Curbed will be curating home-themed content on BravoTV.com.
Last month, NBCUniversal and Vox launched a joint advertising marketplace, Concert. Today, it was announced that Vox and NBCUniversal would, via Concert, be the first publishers to use Google’s new programmatic technology to sell custom creatives – enabling advertisers like AT&T, which signed on as a launch partner, to reach audiences in new ways.
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