![]() By comparison, BuzzFeed and Group Nine, which recently announced a video sales partnership with Insider, each gather over 1.5 billion views per month, per Tubular. Through the first nine months of 2019, Vice and Refinery29 drove a combined 4.4 billion video views across platforms, according to Tubular Labs data. Yet for marketers seeking scale, the distance between Vice Media Group and the competition would be pronounced. “As video becomes a bigger part of our buys, these one-to-one relationships matter,” Germain said. Max Germain, svp and digital director at Assembly, said that the ability to deliver more high-quality video with greater scale would make the titles more attractive. For comparison, G/O Media attracted an audience of more than 74 million unique users over that same period, per Comscore.ĭrilling down further, into the 18-34-year-old demographic both titles theoretically dominate, their combined reach – some 27 million monthly unique users, per Comscore – would still lag behind BuzzFeed’s, which reached 34 million monthly unique users, per Comscore.īoth Vice and Refinery29 have taken a quality over quantity approach to video throughout their respective histories, often focusing on long-form content such as documentaries rather than quick-hit social video. In August 2019, the sites’ unduplicated audiences totaled nearly 53 million unique users, according to Comscore. Yet in the U.S., arguably the most important market, Vice and Refinery29 would not have a dominant position. In an announcement distributed to press Wednesday afternoon, Vice Media claimed that the combined titles will reach 350 million monthly unique users around the world. To figure out whether the unified company will actually become more competitive, Digiday spoke to five media agency sources about the announcement and whether it changes how Vice, Refinery29 or both stack up. ![]() ![]() The wave of consolidation that’s swept through media in 2019 has created a new crop of giant publishers, while recent sales alliances designed to make the participants more competitive against platforms including Google, Facebook and Amazon, have created scale opportunities that top what any individual publisher can offer. Refinery29, more recently, has focused on returning to its commerce and experiential marketing.īut that new company will not automatically gain 800-pound gorilla status. ![]() Following layoffs and a reorganization, Vice has concentrated on its agency business, Virtue, its studios business, which makes original documentaries and feature films, while consolidating its vertical properties under the umbrella of one Vice. The tie-up, which had been rumored for much of 2019, will merge two of the largest youth-focused media companies in the United States, which have taken slightly different approaches in their attempts to diversify their revenues. ![]()
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