Condé Nast Entertainment (CNE) is aiming to make its digital video offerings more engaging, both for its own properties as well as those of its clients. To this end, the media corporation has partnered with Boulder, Colorado-based Rapt Media, which specializes in interactive HTML5 video software.
Condé Nast and Rapt will work together to create engaging online video content for many CNE brands, including Wired, Vanity Fair, and GQ. Content created by the two companies for the CNE properties will run on the media corporation’s curated video hub The Scene, which was announced during the 2014 Digital Content Newfronts event.
Additionally, Rapt will work to make interactive video advertisements for CNE’s participating advertising partners, a group that might include some of the media company’s clients from its new branded studio 23 Stories. A proposed format would let consumers select different paths or categories embedded within the video ads, making for a more customized and targeted ad experience. Rapt will also provide CNE with mobile options and analytics for the video content.
“We are always looking for ways to enhance the experience for our audience and advertising partners,” said CNE’s SVP of Business Development and Strategy Whitney Howard, in a release. “Partnering with Rapt gives us a unique value proposition, and makes The Scene more effective in making connections between our audiences and advertisers.”
“CNÉ is leading creatively in digital-first innovation,” said Rapt Media’s CEO and co-founder Erika Trautman. “They are delivering the best digital video experience in an environment built to showcase premium content. We are honored to partner with them to support their goals of making a place for an audience most comfortable on the Web to discover, watch and be inspired – and now with our partnership, to also interact and engage.”