The deal not only allows CondeNet websites to achieve higher visibility, but provides a new audience for advertisers of CondeNet. "It's part of our strategy to continue to offer our advertisers ways that they can follow our content to relevant new platforms and amplify the message that they bring," said Richard Glosser, executive director-emerging media for CondeNet.
The videos were first shot for Concierge, Epicurious, Style and Men.Style. Unlike the typical short advertisements that usually play before a movie, the pre-shows are shows within themselves. Each 10-minute video consists of three clips with advertisements playing between the clips. The format also allows for advertisers to develop longer commercials that may not have worked on the websites.
The first preshow contains a clip about travel in Paris and spotlight on fashion designer Vera Wang and Manhattan artist Hunt Slonem. Between these videos is a high-definition 90-second advertisement from Ray-Ban.
Emerging Pictures is not the only company CondeNet has partnered with to show its videos -- Yahoo Food is also running them -- and the Conde Nast unit is pursuing other relationships. "What it just reflects is that we're serious about video and investing in video and investing in new products that enhance our websites and looking at ways that we can bring these new products to our advertisers," Mr. Glosser said.
The deal with Emerging Pictures comes as CondeNet even further expands its web video features, adding content and shows.