Learn how Condé Nast captured paparazzi worthy Attention

March 20, 2024 | 4 minute read
Text Size 100%:

Everyone is talking about capturing consumer attention online, but what does that mean? At Oracle Advertising, we'd love to say it's a simple answer with a simple score, but it can be far more nuanced. That's why we dig deep, measuring and scoring Exposure, Prominence, Interaction, and Conditions for an in-depth understanding of Attention with a full suite of over 200+ metrics.

Oracle Moat Attention Framework

 

These four key Attention components can all be influenced by the environment your ad is running against. Publishers that load ads quickly for better in-view exposure time, place ad inventory in prominent locations, and create safe premium conditions are more likely to attract relevant and engaged audiences, leading to higher interaction scores.

When we think of a publisher that has been at the forefront of capturing consumer attention, actively creating both quality online environments for advertisers and culture-making events, Condé Nast comes to mind. Since 2013, Condé Nast has leveraged Oracle Moat media quality and attention-based signals to measure, optimize, and activate their advertising strategy. These valuable signals, like time spent with content and consumer interaction, speak to opportunities for trust and connection, ultimately driving brand affinity, intent-to-purchase, and more of the KPIs that truly move the needle for advertisers.

 

“At Condé Nast, we know that we are a premium environment that drives performance. But it is our ongoing partnership with Oracle and their measurement platform that helps us to go beyond verification, using Attention Quality metrics to prove this to be objectively true.” – Deborah Brett, Global Digital Chief Business Officer

 

Condé Nast’s portfolio includes iconic brands with an expertise for all things fashionable, consistently producing premium editorial content that attracts a loyal and highly engaged audience. Their household name brands, such as Vogue, GQ, and Vanity Fair, have the unique ability to influence internet browsing behavior across the globe, especially when coupled with their momentous events.

During the Metropolitan Museum of Art benefit (AKA Met Gala), celebrity style steps onto the red carpet donning the most drool-worthy outfits, celebrating the opening of the Costume Institute’s spring exhibition. Calling the Met Gala the fashion event of the year isn't an overstatement; according to Oracle Advertising Contextual Intelligence, the internet spent more than double the usual time with celebrity style content following the Met Gala than any other day in all of 2023. Delivering nearly 600% more consumer time spent than an average day, Vogue had more online media impact than the Super Bowl!

Condé Nast was also able to deliver off the red carpet. As Attention pioneers well versed in kicking off and optimizing advertising strategies, their partnered brands performed above Moat benchmarks during Met Gala campaigns. For example:

  • A customer-to-customer e-commerce site partnered with Vogue and a celebrity vocalist to position themselves as a trusted source for high-end, designer clothing and accessories. Their curated video achieved more than double audible and visible completions compared to Moat Mobile In-App benchmarks.
  • A beauty brand utilized Vogue's Snapchat handle to promote a new lip product, resulting in a 13x lift in audible complete over Moat benchmarks and a 20% lift in ad recall.

Overall, Met Gala Sponsored content far exceeded Oracle Moat Mobile Web benchmarks, boasting an average Active Page Dwell Time of 96s (87%+ above benchmark), while 16% of consumers spent more than 5 minutes on sponsored content pages, 4X above the industry standard!

While the post-campaign results are impressive, Condé Nast utilized Oracle Moat data throughout Met Gala campaigns, including pre-sells, in-flight optimizations, and wrap reporting, giving advertisers an inside look into the proven Attention their content captures.

During pre-sales Condé Nast utilizes Moat Attention Quality metrics to identify category, product, client, and site-specific areas of opportunity to maximize performance on their media plans. This involves reviewing interaction rates, hovers, dwell time, completion quality, and more, ending with Condé Nast highlighting the best-performing creative types, audiences, ad units, and platforms for a tailored proposal as unique as their advertiser.

When it comes to in-flight optimizations, Condé Nast's Max Kalfus, Executive Director of Global Performance & Measurement, keeps his finger on the pulse, "With Moat’s measurement solution, we're able to monitor the entire spectrum of Attention, including exposure, prominence, and engagement, so that we're able to effectively identify and optimize towards top-performing audiences and creatives.”

Lastly, campaign wrap-up is a typical Oracle Moat use case, but Condé Nast takes things further. “After a campaign concludes, we’re able to provide performance reporting identifying the main drivers of quality attention, as well as uncover insights about our audience and creative that might not be as obvious. This allows us to bring performance to the forefront of the conversation with subsequent campaigns that can build on our learnings.”  Max Kalfus, Condé Nast's Executive Director of Global Performance & Measurement.

At Oracle, we feel lucky to have such amazing partners like Condé Nast, who have utilized our Attention metrics across campaign strategies for over the last decade. Lately, it seems like everyone is talking about capturing consumer attention, and for good reason. As Condé Nast presented, paying attention to Attention can help publishers throughout their sales cycle, prove their media quality, and assist both publishers and brands in improving their media campaigns. With independent and transparent Oracle Moat measurement, you can encapsulate what part of your campaign worked, from overarching platform performance to creative copy, with a full suite of over 200+ metrics.


Want to learn more about how Oracle Moat can help your brand? Please meet with our team to discuss your brand's path toward continued growth!

Samantha Dietz

Samantha manages sales and marketing materials for all products across
Oracle Advertising. Her background includes 9+ years of experience in the
digital advertising landscape, excelling in collaborating with cross-functional
teams and nurturing customer relationships, helping to deliver compelling
presentations and sales materials. Samantha’s dedication to content creation
stems from a genuine passion for captivating and inspiring customers at
every step of their purchase journey.


Previous Post

Five steps retailers can take to improve full funnel advertising effectiveness

Tim Carr | 6 min read

Next Post


Top 5 Contextual Targeting Tactics: Purpose Driven Alignment

Tim Carr | 3 min read