See how global media powerhouse Condé Nast uses GWI insights to arm its sales and marketing teams with rich insights at speed, unlocking new advertising partners far beyond its luxury core.
global consumers
publications
markets
Jessica Charles
Senior Director, Advertising Research & Effectiveness
With new platforms emerging and legacy tools too slow to keep up, Condé Nast needed a faster way to share key consumer insights with media partners to drive more ad sales in less time.
Its sales and marketing teams often have just 24 hours to answer requests for proposals (RFPs) - proving who its core consumers are, what they care about, and why Condé Nast is the best way to reach them.
Previously, Condé Nast had to subscribe to additional studies to get the deep insights top advertisers needed - especially luxury and fashion brands. Since switching from its legacy provider to GWI, teams can now find all the data they need in one convenient, easy-to-use platform.
By integrating insights into workflows, Condé Nast’s sales and marketing teams can self-serve at speed. Customizable dashboards help keep them aligned with changing market trends, while telling cohesive stories that meet media partners’ needs.
The team now has access to unique insights on high-income earners that goes far beyond the wage bracket caps of other data providers. This information is crucial for financial advertisers seeking customers with large portfolios. Condé Nast not only reaches these wealthy audiences, but overindexes for them, making its channels even more attractive for ad placements.
Deeper audience research also revealed some unexpected customer segments - from tech fans and cord cutters to those considering switching mobile contracts. Probably not what you’d expect from the average Condé Nast consumer.
And with GWI surveying real Gen Zs aged 16+ (unlike most providers who start at 18+) Condé Nast can bridge the knowledge gap of emerging audiences.
It might not seem like much, but a lot can change in two years - especially with Gen Alpha right behind them. Having reliable insights on younger audiences will help Condé Nast navigate its future ad sales strategies successfully.
Switching to GWI has democratized data access across the business, giving everyone at Condé Nast a better understanding of its consumers, and empowering teams to self-serve strategic insights in the moment they need them. Compelling stories come together in minutes, backed by real consumer data.
