Condé Nast Expands Spire to Target Audiences on YouTube

Spire is also increasing the number of campaigns that can be launched within 24 hours

Last year, the publisher released pre-built segments that could launch a campaign within 24 hours. Condé Nast
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Condé Nast is widening its offerings to advertisers through its data-driven Spire platform to include specific audience targeting on YouTube.

Condé Nast launched Spire in full force in 2017, offering advertisers customized packages to target audiences among their many brands, which include Vogue, Vanity Fair and GQ.

Throughout the year, though, the company realized advertisers wanted certain campaigns ready to launch so they didn’t have to wait a few weeks for them to be customized, said Karthic Bala, who was named the publisher’s first chief data officer in March.

Last year, the publisher released pre-built segments that could launch a campaign within 24 hours.

“We made campaign initiation and launch a lot easier, and we started looking into reaching the audiences wherever they are,” Bala said.

In 2019, the company plans to launch 200,000 of these pre-built segments for clients that can be activated within 24 hours. The platform also expanded into specialized verticals, such as health, which helps clients reach very specific audiences, Bala added. Now, the publisher will offer clients even more opportunities to reach audiences on social media as Spire is expanding to YouTube.

The move makes sense for the publisher, which has made strides to enhance and invest in video as part of its in-house video production studio, Condé Nast Entertainment. The division was broadly highlighted at the company’s NewFront presentation in May, at which the company boasted attracting 12 billion digital video views.

Since then, Condé Nast Entertainment launched more than 43 digital video series to cater to audiences across brands.

The additions to Spire will lead clients to “frictionless, easy to activate” buying, Bala said. “It’s all about building multiple segments [and] better insights to our customers, enabling us to reach them wherever they are in a very seamless way,” Bala said.

Amid the publisher’s transition to generate millions of dollars of new revenue, Condé Nast and Condé Nast International combined and Bob Sauerberg, the CEO of the former, stepped down.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.