Condè Nast Chief Digital Officer Fred Santarpia talked about the strategy behind the creation of the company’s recently launched digital video platform, The Scene, during a presentation that was part of the Monetizing Media Assets Series, and add-on program at the '14 NeuLion Sports Media & Technology Conference. The core aim of the site, which launched in July, is to break the silos of individual brand websites and provide a one-stop platform for all of the video created by Condè Nast and its partners. A key element in the strategy is “dollar-for-dollar” matching of spending on content and marketing. “(Many people have) a build it and they will come mentality,” said Santarpia. “I just don’t believe in that. How can you expect to invest in content for the web and not expect to have marketing to support that content to find your audience? In my opinion, every single piece of content that you release needs to have a well thought out marketing and audience development plan.” Santarpia also addressed several other topics:
* On releasing different types of content: “We do find that when we have scripted content, particularly in the drama space, that’s stuff that’s going to work really well for the (binge watcher). So we won’t release that in a staggered pattern. We’ll release that in one shot. We’ll kind of drop an entire series at once. ... If we have standalone how-to content or things like that that are really short and snackable and standalone, that’s stuff that we’ll release on a regular consistent pattern.”
* On ideal content length: “If you would have asked me a couple years ago, I would have said shorter is better. ... Now I think it’s more about watch time. I think it’s more about engagement of the video, and audiences are getting (used to watching longer video). They’re more in tune with consuming content this way. They’ll watch a 10-minute video, they’ll watch a 15-minute video as long as the story is right.”
* On getting all of the brands to buy in: “You have to make the business case. You have to prove it out. ... Like any business, the numbers talk. If you can prove that you can generate revenue against an audience. That’s what wins. It’s very difficult for anyone in my building to argue with the fact that when we launched we were doing a couple million views a month, and now we’re doing 100 million views a month.”
* On the ideal platform for a viewer to see content: “Honestly, I just care that you saw it. Our brands, while iconic household names, are not known for making video. The fact that you consumed a GQ video is awesome. Are the financial implications better for me if it happens on one of my properties? Of course. Do I like having that margin? Of course. Right now I’m in awareness mode.”
