NBC Universal and Vox Media will work together to sell digital ad inventory across their portfolio of brands, the first major collaboration between the two since NBCU made a big investment in Vox last year.
The two are creating "Concert," which will combine premium digital inventory and audiences from both companies' digital assets. The effort will concentrate on display ad inventory to start, but may include digital video moving forward.
The idea is to give advertisers greater reach among particular audiences than either company could provide alone. A marketer trying to reach foodies, for example, could use the program to buy ad space across NBCU content related to Bravo's "Top Chef" and Vox's Eater.com.
Linda Yaccarino, chairman-advertising sales and client partnerships at NBC Universal, said the deal provided a destination for marketers making a "flight to quality" online. Concert will help Vox and NBC Universal continue to offer clients "the best content in a completely safe, premium environment for their creative," she said in an email provided by a spokeswoman.
Vox Media typically reaches an affluent 25-to-34-year-old audience, according to Jim Bankoff, chairman and CEO of Vox Media. "When you pair that up with the NBC audiences, I really think you can hit pretty much any adult demo that you're looking to hit," he said.
"Concert" could expand to include inventory from other publishers that are not NBCU or Vox, according to the companies.
The inventory will be accessible through Vox's ad platform, which it says allows marketers to optimize their creative as campaigns run.