Condé Nast’s approach to programmatic presented at Digital Innovators’ Summit
Giving an overview of Condé Nast’s "move into digital", Welch said that the last two years have seen the company’s "major part of the transition."
Moving on to discuss how Condé Nast is using programmatic, Welch said: "We position ourselves as premium and we say our audience is affluent and influential. The digital advertising we’re focussing on now is specifically in social." He said that the ad tech landscape now is fast changing, complicated, messy and crowded. "As a publisher, the question is how do we most effectively navigate this mess and make it favourable to us?"
In this space, Condé Nast’s main goals are to create compelling content, give a great user experience and create compelling packages for advertisers. "Our approach to programmatic is to participate intelligently and carefully", he said.
Welch’s programmatic advice:
- Build your programmatic team
- Educate your sales force
- Co-sell existing products plus programmatic options