Vice launches Video Everywhere advertising product

Vice Media has launched Vice Video Everywhere, a new video advertising product that it says gives advertisers the ability to buy a single instream format across a broad mix of platforms with 100% publisher produced content.

Vice says it has tapped into its close relationships with digital platforms, and participation in their various partner programmes and initiatives, to include a multitude of core youth digital platforms into the Video Everywhere offering, including YouTube, Snapchat, Facebook, Apple News, as well as its own platforms, and across third party sites via Vice’s partner syndication player.

Delport Dominique

The youth-oriented media group says that the Video Everywhere product guarantees that brands’ advertising assets will only run on Vice-owned and produced content. The key measurement of viewability, is addressed through the offering of a vCPM pricing model, should clients prefer to opt for a 100% viewable approach. Measurement for ad buys is also available through a number of third parties.

Vice Video Everywhere is the first new product to be rolled out under the newly named Vice+ division, dedicated to products for brands that want to engage with Vice to reach its audience via its portfolio of media brands and channels. Vice+ will continue to offer premium display advertising, through both direct and programmatic marketplaces, as well as branded content.

Dominique Delport, chief revenue officer and president, international, Vice Media, speaking at the DMEXCO event in Cologne, said: “The digital media landscape is continually evolving – and brands, more than ever, are looking for a brand-safe environment and one where their video content delivers 100% viewability. There is no media publisher better placed to reach a young audience at scale who are hungry for credible content. Now brands can look to continue and enter into partnerships with us where they can be assured their content is being experienced in full. This cinematic viewing experience is going to run around premium Vice content across all digital and mobile platforms.”