Vox Media recently delved into online video production, but the media company chose not to present its video projects to advertisers at the Newfronts. Instead, the digital publisher, which owns popular websites like The Verge and Polygon, pitched its entire content management system technology to marketers under the name Chorus for Advertisers.
At an unofficial presentation during the Newfronts, Vox Media said Chorus, the product its own writers use to publish content, will now be available to advertisers seeking to create, distribute, and measure content performance. Chorus provides “detailed data to ensure this content reaches the right audiences, in the right formats, at the right time,” Vox explained, as reported by AdAge.
Vox’s CEO Jim Bankoff noted that digital marketing company DigitasLBi has already opted for Chorus for Advertisers to provide the technology to its own clients. Vox is hoping to attract similar companies with big content marketing budgets. The digital publisher is also offering the services of its in-house team at Vox Creative.
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At the unofficial presentation, Vox also unveiled some of its new video projects under the recently-introduced Vox Entertainment division. The publisher highlighted its upcoming Vox Pop series for Vox.com, which AdAge reports will attempt to “untangle” underlying pop culture history and trends (like why Taylor Swift is popular), which the publisher currently does with its news reporting.
“We don’t want to just explain the news,” Vox.com writer Ezra Klein said. “We want to explain the world.”
