Magazine publisher Condé Nast has launched a data offering called 'Now|New|Next Segments', to help advertising clients identify, understand and reach three consumer categories it says are emerging from the current coronavirus pandemic.
The company says since the onset of the crisis its global digital traffic has grown 27% and global video views across platforms are up 85%. The firm says this is a result of content demand increasing, as consumers seek information and entertainment from their homes.
The Now|New|Next Segments capture contextual audience insights through individual reader behaviour, enabling advertisers to reach high-intent consumers. The solution also taps into Spire Global, Condé Nast's newly expanded audience targeting platform. The NOW consumer has been identified as one who is consistently spending through the crisis, the NEW consumer is shifting affinities, and the NEXT consumer will be ready to spend again as businesses reopen.
Global Chief Revenue Officer Pam Drucker Mann comments: 'Many of our advertisers are facing challenges because their doors are closed to consumers, but ours are open, and audiences are spending more time with our content than ever before. This increased audience engagement has given us the ability to identify new consumer segments - those who are still shopping throughout this crisis, those who may be looking at brands for the first time, and those who will be the first to resume spending as countries open up'.
Web site: www.condenast.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.