![]() ![]() The Forte data set also includes purchase data from Vox Media’s ecommerce business and insights derived from creating more than 12,000 custom ad units for its proprietary Concert ad marketplace. Advertisers target their sponsored social posts to audience segments derived from Vox Media’s first-party data platform, Forte.įorte uses signals like behavioral data from site visits to divide Vox Media readers into audiences, Cho said. Well-organized first-party data is the secret sauce of VM Connect. But with the relaunch, Vox Media is expanding VM Connect to include other social platforms, starting with everyone’s favorite these days, TikTok. Like Group Nine’s existing G9 Direct service, it offers paid marketing on Facebook and Instagram. ![]() Now those clients can buy an additional product that covers Vox Media’s audience on social.Īlthough the solution is intended for brands of all sizes, VM Connect is designed to appeal to smaller DTC brands, who often lack the internal marketing staff and tech capacity of larger brands, Cho said. “Our retail and brand partners on the affiliate side often ask our team, ‘What more can I do with you?’” Cho said. VM Connect is pitched as way for direct-to-consumer (DTC) brands to tap into Vox Media’s first-party data to run performance marketing campaigns on Vox Media social media accounts, said Camilla Cho, Vox Media’s SVP of ecommerce.īrands have Vox Media run sponsored social media posts on their behalf, which are targeted using the publisher’s unique audience attributes.Ī strong social media marketing presence was something Vox Media hadn’t been able to offer its DTC clients in the past, Cho said. ![]()
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