NBCU, Vox team with Condé Nast for mobile video, branded content

NBC Tower
NBC Tower in Chicago. Image: Tflynn17/Wikimedia Commons

NBCUniversal and Vox Media today announced a new partnership with publisher Condé Nast to expand their combined ad platforms’ reach with millennial audiences.

Condé Nast will lend its data capabilities platform Spire and digital audiences to Vox Media (in which NBCU holds a $200 million stake) and NBCUniversal’s Concert advertising platform. The companies said the team up will help them reach over 200 million consumers and 99% of millennials in the U.S. across the three companies’ digital networks.

Condé Nast’s Spire combines digital behavioral data with online and offline purchase data to optimize campaigns in real time and includes targeting across social media.

Concert was jointly launched by Vox Media and NBCUniversal in April 2016

"When brand marketers choose Concert, they now gain access to the most trusted environment available in digital advertising today; the largest, most valuable audiences; and the best data insights from Condé Nast's Spire capabilities," said Jim Bankoff, CEO and chairman of Vox Media, in a statement.

RELATED: Comcast's NBCU pours $200M more into Vox Media, seeking to connect to young audiences

As part of the new agreement, Condé Nast, NBCUniversal and Vox Media are jointly developed two new ad products focused on mobile video and branded content capabilities.

“Our goal always is to deliver for our marketing partners scalable, high quality advertising experiences aligned with the targeted data they need to reach consumers in a uniquely trusted environment,” said Linda Yaccarino, chairman of advertising sales and client partnerships at NBCUniversal, in a statement. “Through this partnership, we and Vox Media are thrilled to join with Condé Nast—another like-minded premium content company—to not only deliver that quality content, but also reach over 200 million consumers like never before.”

“The market demands innovation in advertising and data solutions against scalable audiences,” said Fred Santarpia, chief digital officer and executive vice president of Condé Nast, in a statement. “Offering marketers a combined reach over 200 million consumers of premium content, using innovative ad products and highly targeted data solutions is an offering you can’t find anywhere else.”

RELATED: NBC says $500M Snap investment part of becoming 'better, more digitally focused'

NBCU has been busy investing in digital media companies with millennial audience appeal, most recently announcing a $500 million strategic investment in Snap, the parent company of Snapchat that recently launched its IPO.

In a memo to employees obtained by Variety, NBCU CEO Steve Burke called the Snap investment part of the company’s strategy to invest in digital growth, which includes NBCU’s recent $400 million investment in BuzzFeed and $200 million investment in Vox.

“I am proud of the strides we have made in the digital space recently. With the Snap investment, we have invested over $1.5 billion in promising digital businesses in the last 18 months. Importantly, we have become a better, more digitally-focused company as a result,” wrote Burke in the memo.