CANNES — Vox Media‘s portfolio of eight sites may be pretty popular on their own. Together, the publisher claims around 170 million monthly uniques for the collection, to which it recently added Re/code.

But CEO Jim Bankoff is thinking bigger. He wants to spread that content off from just owned and operated sites, on to social networks around the web.

“Increasingly, our audience is everywhere,” he tells Beet.TV in this video interview. “We’re not just using it as distribution We’re figuring out how to tell stories natively, how to measure the impact of those stories. We’re taking our marketing partners along for the ride, too.”

Vox’s The Verge has some of the most impressive video productions you will see on a tech site.

What all these platforms have in common is mobile, so we’re optimising our video for mobile.

We interviewed Bankoff at the Cannes Lions Festival as part of a series on video advertising presented by Teads.  Please visit this page for more videos from the series.