Condé Nast Ad Formats
In 2016/17, I spearheaded the creation of three innovative ad units that blended interactive digital experiences with high-end print activation principles. These ad formats were developed as a critical condition for securing a $25M partnership with Condé Nast. Leveraging Concert—Vox Media's innovative ad platform that powers turnkey advertising formats across its network—I drove both design and product strategy to set new benchmarks for ad frameworks at Vox Media and pave the way for products.
Problem
Develop three unique ad frameworks relying on limited data and within a compressed timeline, while delivering a cohesive, engaging experience across desktop and mobile that meets Condé Nast's stringent brand requirements.
Goal
Create high-impact ad formats that effectively communicate brand messaging, drive user engagement through interactive elements, and reinforce Concert’s premium positioning. Simultaneously, manage the product roadmap and coordinate cross-functional collaboration to meet aggressive deadlines and secure the partnership.
Results
Accelerated Delivery: Developed three ad formats in just three months—half the usual timeline.
Cross-Platform Engagement: Achieved a 35% video completion rate and a 12% interaction rate.
Strategic Partnerships: Met Condé Nast's unique requirements, reinforcing Concert’s premium positioning and securing a $25M partnership.
Media impact
This project garnered media attention from high-profile publications, underscoring its industry impact and innovation:
Adage, March 2017: Conde Nast Joins NBCU and Vox in Ad Pact
Condé Nast, March 2017: Condé Nast, NBCUniversal and Vox Media Partner to Bring Industry-Leading Data Platform, Spire, and Premium Advertising Platform, Concert, to Market in Unified Offering
Process and Approach
Stakeholder Collaboration & Roadmapping
Led a kick-off meeting with Vox Creative and Condé Nast teams to define project goals, timelines, and success metrics. This step ensured alignment on both design and product strategy, establishing a solid roadmap for the project.
Team Ideation & Strategic Planning
Facilitated remote brainstorming sessions with my fully remote design team, refining initial sketches and setting clear project priorities. This collaborative process merged creative direction with product strategy insights, ensuring our solutions met both aesthetic and business needs.
Data-Informed Design
Leveraged historical data and A/B testing insights to inform key UX decisions, such as limiting the Brand Discovery unit to three navigation tabs and one video. This data-driven approach optimized engagement and minimized user confusion.
Prototyping & Testing
Directed the creation of high-fidelity mockups and collaborated with a front-end developer to prototype both desktop and mobile versions. This iterative testing ensured a seamless, user-centered experience across platforms before final development.
Build & Quality Assurance
Secured stakeholder buy-in and coordinated with the Ad Product Engineering and Revenue Support teams for rigorous QA and cross-browser testing. This collaboration guaranteed that the final product met both design specifications and business objectives.
Launch & Enablement
Managed the product launch and developed sales enablement materials—such as animated templates and client guides—to equip teams with the tools needed for a successful rollout. This phase was critical for ensuring that our creative work translated into tangible business outcomes.
Post-Launch Optimization
Continued working with Ad Operations to monitor KPIs and refine the ad formats based on performance data. This ongoing collaboration allowed us to maintain strategic alignment and adapt quickly to emerging user needs.
Conclusion
By delivering three innovative ad formats in half the usual time, we not only met Condé Nast's stringent brand requirements but also reinforced Concert’s premium positioning, ultimately securing a $25M partnership. This strategic initiative, driven by an integrated approach to design and product management, set a scalable framework for future branded content campaigns at Vox Media and showcased the power of cross-functional collaboration in achieving high-stakes business outcomes.
STREAMLINING THE PATH: AN OPTIMIZED ROADMAP
Roadmap Comparison;
(Top) Condé Nast, (Bottom) Standard
Comparison of our standard roadmap versus the condensed version used for the Condé Nast project—demonstrating how streamlined planning and strategic collaboration enabled rapid delivery.
DRIVING ENGAGEMENT: INNOVATIVE AD UNITS
Catalogue Unit
Designed to showcase multiple products and drive direct consumer action, this unit significantly boosted Interaction and Click-Through Rates, reinforcing our sales funnel.
Video Accordion Unit
By integrating dynamic video and campaign imagery, this unit tells a compelling brand story that increases Video Views, Interaction, and Click-Through Rates, enhancing overall brand engagement.
Brand Discovery Unit
Crafted to captivate audiences with immersive video and interactive exploration, this unit drives higher Video Completion and Interaction Rates, deepening customer connection and supporting premium brand positioning.
ITERATING THE EXPERIENCE: FROM SKETCHES TO PROTOTYPES
Uncovering Platform Inconsistencies
Early high-fidelity mocks exposed a fragmented desktop-mobile experience, highlighting the need for targeted iterations to create a seamless, unified journey.
Initial Directional Sketch
High-fidelity Mock
Prototype / Interaction Exploration
Evolving the Design Journey
From initial directional sketches to refined high-fidelity mocks and interactive prototypes, our iterative process evolved the design into a cohesive, cross-platform experience.
ENABLING SALES SUCCESS: CLIENT RESOURCES & RAPID DESIGN TOOLS
Mobile Details
Desktop Details
Client Enablement Materials
Developed comprehensive materials that clearly communicate functionality and best practices, empowering sales teams and clients to leverage our ad formats effectively.
Rapid Iteration Templates
Created Photoshop templates that streamlined ad production and accelerated design iterations, ensuring timely updates for dynamic campaigns.