LONDON: Magazine publisher Condé Nast Digital claims to have generated a significant increase in revenue thanks to its focus on programmatic and a move into video.
What were described as "robust performances" in these two areas has resulted in a 40% year-on-year uplift in revenues at the publisher of titles such as Vogue, GQ and Wired, Campaign reported.
"We are finding that many of our clients like the convenience of trading with us in a private marketplace, and we have seen this element of the programmatic market become much more important for us than the open market," explained Will Harris, head of digital at Condé Nast.
"We have increased the amount of data available to advertisers via programmatic," he added, "and many of our advertisers are buying single audiences across multiple titles, rather than the traditional title by title approach that Condé Nast has taken."
More generally, programmatic is becoming core to publishers' business, according to a recent paper written by Thomas Schreiber of Google and Alison Fennah of IAB Europe.
In The changing role of programmatic in Europe: a publisher perspective, they reported that, across the continent, 40% of publishers are trading one-fifth or more of their digital display ad revenues programmatically and that, for many, programmatic is a priority area for the year ahead.
And they stressed that, with every programmatic step taken, businesses were putting in place principles, processes and practices that would underpin performance for years to come.
"Although there is no one-size-fits all model for programmatic, operational models should emphasise maximising the value of each impression rather than driving down costs," they advised.
The other factor in Condé Nast's success has been video. Vogue Video launched in June and has since attracted 16m views, and there are places to launch GQ Video, Glamour Video and Wired Video in 2016.
Data sourced from Campaign; additional content by Warc staff