Vox Media is bringing its signature explainer-style format to advertisers via its newly-launched Explainer Studio, which will sit within the media company’s in-house branded content division.
Over the past few years, Vox has become known for its Explainer articles that detail everything from how fentanyl became America’s leading cause of overdose deaths to the triple Kardashian pregnancy conspiracy theory. Now, brands including the NFL, Spotify and Ben & Jerry’s are getting in on the action via Vox Creative’s Explainer Studio, which will specialize in creating explainer-style videos for advertisers.
Graham Nelson will serve as creative director of the studio while Lloyd D’Souza will serve as executive producer. Both will report to Armando Turco, general manager of Vox Creative.
According to Vox Media, which owns sites including The Verge, Recode and Eater in addition to its flagship news site Vox, people spend an average of three minutes and 20 seconds on branded Explainer videos.
“When it comes to creating branded content, much of the advertising industry struggles to balance quality, speed and scale,” said Turco in a statement. “The Explainer Studio enables our advertising partners to achieve editorial-level depth of quality at newsroom speed and scale, through Explainer videos that go deep into a subject matter with authority, unparalleled expertise and beautiful creative. The response has been outstanding - audiences spend close to five minutes on average with our Explainer videos and advertiser demand continues to grow. We’re excited to expand our capabilities and open up The Explainer Studio to an even broader range of brand marketing partners.”