COLOGNE – With its global programming footprint projected to reach more than 80 territories by year’s end, VICE Media today announced VICE Video Everywhere to make buying its advertising easier across mobile, digital and linear platforms.
“The market is crying for more video. There is a huge shortage on that market,” says Dominique Delport, who is President, International & Global Chief Revenue Officer, at Vice Media.
In this interview with Beet.TV at the annual DMEXCO conference, Delport says two main features of VICE Media Everywhere are premium content in brand-safe environments and the ability to reach the 18-35 audience that isn’t being addressed by legacy media providers.
“The other issue is it’s super complex,” Delport explains. “We moved from medium is a message to medium is a mess. Today, to buy video with all the platforms, all the formats, is incredibly complicated.”
VICE Video Everywhere guarantees that brands’ advertising assets will only run on VICE owned and therefore produced content. Viewability is addressed through the offering of a vCPM pricing model for advertisers that prefer a 100% viewable approach. Measurement for buys is available through a number of market leading third parties.
To reach the 18-35 audience at the core of VICE’s offerings, “You have that ability, I would say in one click, to tap into Facebook, Twitter, Snap, Apple News, Roku, Viceland, YouTube, great video inventory vice premium content,” Delport adds.
He estimates that VICE produces some 1,500 pieces of content daily, in local languages, for audiences that include 55 million people on Snapchat. When the company started up in India a few months back, it decided to champion the cause of rights for women and LGBT people.
“After a few months of pushing the society forward, to see the Supreme Court decriminalizing LGBT behavior in India is a big achievement for the Indian society, and we’re very proud, even humbled, to have contributed to that change. We give a mic to a generation that is still very unheard by the legacy media.”
Having joined VICE four months ago from Vivendi Content and Havas, reporting to new CEO Nancy Dubuc, Delport describes himself as “still a rookie, still an intern, learning every day and impressed every day with what Vice has delivered so far.”
This interview is part of a series titled Advertising Reimagined: The View from DMEXCO 2018, presented by Criteo. Please find more videos from the series here.