Late last year, it was announced that NBCUniversal, a subsidiary of Comcast, had invested $200 million in Vox Media, which would value the company at $1 billion. Now, several months later, we’re seeing the fruits of that partnership. The pair is teaming up to launch “Concert,” a new class of digital advertising. It is being called the “largest premium quality content and audience inventory available to advertisers.”
Vox Media includes a number of valuable brands, including SB Nation, The Verge, Eater, and Curbed. “Concert” will work across all eight Vox properties, along with NBCU digital properties, to reach over 150 million people. The platform will also allow for real-time creative optimizations, which has shown to produce 12 times the engagement compared to more typical offerings.
As Jim Bankoff, Vox Media CEO noted, “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.”
We’ve reported on the changes and advances in digital advertising that are bringing more precise consumer engagement. The ability to utilize the new technology makes online brands that much more efficient more generally, but also gives them an edge over print brands. Just as organizations like Vox, and others, like Buzzfeed (in which NBCUniversal has also invested) and Gawker, have changed how we consume news, they are now poised to change how advertisers reach their audience.