Conde Nast Clocks 62 Million YouTube Subscribers, Unveils New Shoppable Ad Product

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At its virtual NewFront today, Conde Nast said it will bring back 75 series and introduce 50 new pilots across its portfolio of 17 video brands, including Vanity Fair (which is expanding into audio), GQ Sports (including its 2022 Super Bowl lineup), and Vogue (which is making a stated foray into the wellness space).

The publishing goliath also shared some stats — that its video network delivered 10.3 million unique incremental viewers who were not reached by broadcast or cable in 2020, a figure that is up 6% year-over-year. Conde’s global video network drives 1 billion monthly views, it said, with over 61.5 million subscribers on YouTube

In terms of new ad products, the company announced the launch of Condé Nast Shoppable, which will see marquee series like Vogue’s 7 Days 7 Looks and Beauty Secrets offer viewers the ability to instantly purchase products as showcased by some of the world’s biggest celebs. Shoppable is a performance marketing product, Conde says, meaning advertisers will only pay when a transaction occurs.

Other programming highlights include: a limited series from Vogue and YouTube Health starring Kendall Jenner, which will explore mental health through the lens of fashion; the launch of a new GQ and GQ Sports linear channel later this year; and a complete reimagining of Vanity Fair’s video presence, with extensions into film and podcasts. Vanity Fair will produce a docuseries based on its recent expose of the Hillsong church, for instance, as well as a podcast called Dynasty about powerful families the world over.

Finally, Brad Leone, who rose to fame as part of Bon Appetit‘s YouTube channel, will bring his talents to Architecural Digest as the host of From The Ground Up: Brad The Builder, which will provide do-it-yourself design and construction ideas with a focus on sustainability.

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