Introducing Condé Nast Shoppable
Condé Nast recently announced their video programming slate for 2021-2022. In the NewFront presentation, Condé Nast announced ‘75 returning blockbuster originals and 50 new digital video pilots in production across 17 brand channels, including Vogue’s expansion into wellness, GQ Sports’ 2022 Super Bowl lineup, and Vanity Fair’s expansion into audio.’ Most notable however is the mass media company’s debut of Condé Nast Shoppable- ‘a new video capability that provides buyable opportunities for viewers in real time.’
This move signifies Condé Nast’s intention to follow in the footsteps of other media powerhouses like NBCUniversal to deliver shoppable content to their viewers. NBCUniversal paved the way for Conde Nast and others to follow in their footsteps with NBCUniversal Checkout, a direct add-to-cart and checkout feature within shoppable content on NBCUniversal brand sites. In addition, the expansion into shoppable content furthers the advancement of Conde Nast’s rebranding from print and diversification from standard digital content. Condé Nast Shoppable uses live content and shoppable technology in order to expand the Condé Nast ‘storytelling universe’ to their hundreds of millions of monthly viewers.
Condé Nast’s initial shoppable offerings will give viewers the ability to “instantly purchase the products showcased by their favorite celebrities, models and influencers” on shows including Vogue’s 7 Days 7 Looks and Beauty Secrets and GQ’s Grooming Gods. 7 Days 7 Looks follows a celebrity and documents their outfits for seven days, giving the viewer the ability to shop their outfits on a page on Vogue’s website; not while watching the video itself. In Beauty Secrets, a show that already boasts 204 episodes, celebrities reveal their skincare and makeup secrets; mentioning products and beauty tools they use daily. The impact that shoppable content will have on these two segments alone is staggering.
Condé Nast’s customer reach and access to celebrities creates a perfect recipe for engaging, exciting, and successful shoppable content across Vogue, GQ, The New Yorker, Vanity Fair, Wired and Architectural Digest (AD), Condé Nast Traveler and La Cucina Italiana, among others.
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