• by Melynda Fuller , January 22, 2018

In the age of the duopoly—with Amazon close on its heels—media companies have had to get creative to solve revenue woes. Some have introduced pay walls and membership programs, such as The New York Times and Slate, while others have devised ways to make advertising dollars work harder for their partners.

In 2015, Conde Nast launched Spire, a platform that targets potential customers for advertisers through the company’s readership, in an effort to create a more productive experience for its partners.

2017 saw several expansions of the platform.

They include a partnership that connects Conde Nast’s customer data to the Nielsen Catalina API, and the acquisition of CitizenNet, a social-media-first marketing partner that allows the media company to connect advertisers with potential customers across platforms like Twitter, Instagram and Facebook.

Last week, Conde Nast announced some of the results of utilizing Spire’s capabilities along its advertising platform, in addition to expansions to platform.

The results span multiple industries. One beauty company saw top-of-the-mind awareness grow by 33% after using Spire to market new luxury skin-care products. A travel partner using the platform to drive favorability and visit intent saw increases of 9% and 45%, respectively.

Finally, a retail client on the hunt for new consumers and a boost in incremental sales saw results in three areas. Brand awareness increased by 44%, household purchasing went up by 46% and the partner saw a $1.86 return on ad spend.

To continue to build up its ad revenue with the use of Spire, Conde Nast announced expanded capabilities for Spire, which means the company can now connect advertisers with consumers even more efficiently, utilizing the combined attributes of Nielsen data and CitizenNet.

In a statement, Pamela Drucker Mann, Conde Nast’s CRO/CMO, wrote: “Spire gives us the ability to follow consumers through every stage of the purchase journey, and we can directly connect advertisers with the consumers they’re most interested in, at the earliest point of their purchasing decisions—when they’re discovering what they want to buy through our content.”