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Condé Nast Tool Links Buying to Media Consumption
Magazine publisher Condé Nast has launched Spire, an ad targeting and optimisation solution powered by the data and insights platform of its sister company 1010data.
1010data was acquired by cable TV and publishing group Advance Publications, Inc., the parent of Condé Nast, for $500m. Spire will combine the publisher's extensive first-party behavioral data with 1010's consumer purchase data to link content consumption with buying, build precise micro-segments and customised content for them.
The firms say Spire will 'surface insights between unrelated categories' - for example, in early beta testing they found that among electronics customers, 'people who consumed more humor, design and politics in video format had a higher propensity to buy computers' - computer ads targeted to this segment resulted in purchases being made '25% sooner'.
Fred Santarpia, Chief Digital Officer at Condé Nast, says the combination of the two firms' data gives them 'the ability to optimize campaigns in real time and on a highly personalized level'. Greg Munves, President of 1010data, comments: 'Using the 1010data Insights Platform and proprietary data products, Condé Nast has developed a highly innovative solution that focuses on real-time optimization by merging content consumption, purchase data and other third-party data to demonstrate much more granular and valuable outcomes to marketers'.
Web site: www.condenast.com .
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