April 19, 2021

Twitter Lets Brands Find Viewers of Their TV Ads

For those inclined toward social media, using Twitter while watching television has become a ritual, with viewers commenting on everything from sports events to nighttime dramas. On Thursday, executives from Twitter discussed how they planned to capitalize on that activity by allowing advertisers to send ads to people who are watching specific programming.

The new product, called Twitter Amplify, will help brands match advertisements with Twitter commentary by viewers. Brands can then send messages to selected Twitter users who have already seen their ad on television.

“When people turn on TV they turn on Twitter,” said Matt Derella, the director of brand and agency strategy, who led a presentation on Twitter Amplify in Manhattan.

Twitter also announced it would work with a number of media companies, including Time Inc., Bloomberg, Discovery, Vevo, Vice Media, Condé Nast Entertainment and Warner Music Group, to sell advertisers content, which probably will be digital video or television content like clips from shows. The content can then be shared on Twitter, and advertisers can run ads before the videos are viewed.

The format is similar to a partnership Twitter announced last year with ESPN and Ford, which embedded replays from football games in posts sent via Twitter. ESPN and Ford promoted the posts to people who had been identified as being interested in sports based on the accounts they followed on Twitter and the subjects of their posts.

Jim Nail, an analyst at Forrester Research, said Twitter would have to be careful about the number of advertisements it allowed on its platform. By injecting too many ads into a user’s feed during a television show, “they risk driving those fans away and having those fans unfollow the show,” Mr. Nail said. A representative from Twitter said the company already had limits on how many ads users would see in a day.

“This will allow us to really align much more of the work we’re doing day in and day out,” said Tim Castree, the chief operating officer at MediaVest USA, part of the Starcom MediaVest Group, of the new advertising offerings. Instead of focusing advertising during major events, advertisers can now “extend the time period for the spot we already had planned.”

Last month, Twitter signed a multiyear deal, estimated to be in the hundreds of millions of dollars, with Starcom to, among other things, allow the companies to combine some of the resources they use for measuring and tracking data and advertising.

This week, Twitter made other brand announcements including a two-step authentication process that would provide more security for Twitter accounts. The accounts of several prominent brands, including Burger King and Jeep, were hacked in February.

The company also announced a feature that allows users to sign up for offers from brands without having to leave the site.

Article source: http://www.nytimes.com/2013/05/24/business/media/twitter-lets-brands-find-viewers-of-their-tv-ads.html?partner=rss&emc=rss

Condé Nast Introduces Web Series for Its Magazines

Last year, the latest innovation every magazine wanted to release was an iPad edition. This year, it’s online video content.

Condé Nast’s Entertainment Group introduced 30 programs at its first presentation made during the Digital Content NewFronts. Dawn Ostroff, president of Condé Nast Entertainment, presented shows that have already started to appear on Glamour’s Web site, like “Fashion Week Ride-Along” with its editor in chief Cindi Leive and “Elevator Makeover,” in which a woman receives a fashion makeover during an elevator ride. She also offered a glimpse of the 10 programs scheduled to begin soon on Vogue’s site, like “Vogue Weddings” and “Vintage Bowles,” in which the Vogue editor Hamish Bowles shops the world for clothes.

Wired, GQ, Vanity Fair, Teen Vogue, Epicurious and Style.com are also expected to unveil programs by the year’s end, and Condé Nast said it hoped to distribute content through partnerships with Yahoo, AOL and Twitter.

“Each brand will have its own mix,” said Fred Santarpia, executive vice president and chief digital officer of Condé Nast Entertainment.

The company officially introduced its entertainment group in October 2011 to expand into film and television, but before Wednesday, the group had received little attention except for criticism from some writers who said the venture was curbing their film and television options.

The presentation on Wednesday also let the entertainment group finally show the fruits of its video labors, which appear to be in all stages of development. Glamour and GQ are the furthest along because they have already unveiled programs. Vogue will start to introduce shows on May 8, and Wired magazine will follow a week later with four programs, including an animated series.

Robert A. Sauerberg Jr., president of Condé Nast, stressed that the company’s new focus on video would never surpass its interest in print.

“Our company is founded in print,” he said. “This is an extension of what we are doing. We see this as a new business that is not in lieu of but in addition to.”

Article source: http://www.nytimes.com/2013/05/02/business/media/conde-nast-introduces-web-series-for-its-magazines.html?partner=rss&emc=rss

Condé Nast Will Be Anchor of 1 World Trade Center

The company signaled its interest in moving to 1 World Trade Center several months ago. But that was just the beginning of a marathon courtship befitting one of the country’s most influential buildings and one of its trend-setting media empires, which went far beyond the typical landlord-tenant transaction.

Besides matters of costs, terms and incentives, the negotiations involved reams of traffic studies and security discussions, to ensure that its black cars (more than 100), its racks of designer dresses and its well-shod executives would be able to pass swiftly each day through the police-imposed security zone that is to surround the complex.

To attract Condé Nast, the Port Authority of New York and New Jersey, which owns the site, had to take on some risk, notably by agreeing to assume the last four or five years of the company’s current lease in Times Square. But the deal, worth an estimated $2 billion over 25 years, still represents a victory for the Port Authority, which has suffered criticism for years of missteps, delays and political squabbling over the rebuilding of the trade center. Critics doubted whether the lead tower would attract tenants other than government agencies, making it little more than an expensive 1,776-foot-tall monument.

“We built a new reality at the World Trade Center, and this transaction will be the exclamation point on that turnaround,” said Christopher O. Ward, executive director of the Port Authority.

The talk that Condé Nast was interested in ground zero was enough to entice other large companies to begin eyeing the neighborhood, which is steadily diversifying as financial firms have shrunk or moved away. Sirius Satellite Radio, J. Crew and the law firm Chadbourne Parke are also considering moves downtown, and the owners of the nearby World Financial Center have even debated whether to rename the complex to reflect the growing number of nonfinancial firms downtown and the young people who live and work there.

Next month, The Daily News and American Media Inc., which publishes The National Enquirer, Playboy and Men’s Fitness, are moving into 4 New York Plaza on Broad Street.

“For 20 years we have been talking about diversifying the economy in Lower Manhattan,” said Robert Yaro, president of the Regional Plan Association. “This is an extraordinary breakthrough. It’s a blue-chip tenant from a creative sector and quite a departure from financial services.”

  Condé Nast, whose 18 titles include The New Yorker, Vanity Fair, Vogue, Bon Appétit and Architectural Digest, confirmed that it was concluding its negotiations at the trade center. “Condé Nast would be proud to take part in the ongoing renaissance of Lower Manhattan,” John Bellando, the company’s chief financial officer, said in a statement Tuesday afternoon.

The lease is to go before the Port Authority’s board on May 26 for final approval. On that day, the board is also expected to formalize its partnership with the Durst Organization, which will pay $100 million for an estimated 10 percent stake in the building and be in charge of leasing the tower.

Gov. Andrew M. Cuomo said Tuesday that the Condé Nast lease “sends a message to the global business community that Lower Manhattan is alive, growing and open for business.”

Mayor Michael R. Bloomberg said: “This is a smart media company voting with its feet to relocate at the World Trade Center. Even just a few short years ago, few would have believed it possible.”

By all accounts, the lease is good news for downtown, but it is also a great deal for Condé Nast, which will consolidate offices now spread among six buildings. Plans call for test kitchens, private dining rooms and an auditorium.

By agreeing to become the tower’s anchor, it had leverage in the bargaining. The publisher is expected to move about 5,000 employees to Floors 20 through 41 at 1 World Trade Center sometime in 2014, when its annual rent will start at a little more than $60 per square foot, or roughly the same amount it is paying today at 4 Times Square, in a skyscraper built in 1999 by the Durst Organization.

Article source: http://feeds.nytimes.com/click.phdo?i=eee4e0588161c45ed6013bef62a7d0f4