PRIVATE AND CONFIDENTIAL | VICE 2018
THINKCONTENT - NYC - 6th JUNE 2018
@domdelport

From
VOICE of Montréal
to …

VICE
VICE Mission
The most
influential
youth
media brand
in the world.

VICE
4
Affluent Multicultural Educated
Source: NMR, 9/26/16-2/26/17, Mon-Sun/8pm-11pm, L+SD data Source: comScore, January 2017, 18+ base
1IN 3
Excludes sports and news networks Excludes sports and news VICELAND.com uvs w/ college education vs. total internet Source: iSpot Smart TV Study, August 2016, ads + promos
NON-WHITE
1IN 2
EARN $75K+
/YEAR
1IN 3
MILLENNIALS
VISIT VICE
2 IN 3
COLLEGE
EDUCATED
Engaged
The most influential…

A Multi-Platform Media Company For Y & Z
youth media brand…

6
Operates In 36 Countries
Expanding to 55 by in2019
AMSTERDAM
LONDON*
DUBAI
BARCELONA
NEW YORK*
z JAKARTA
MELBOURNE
SYDNEY
AUCKLAND
MUMBAI
HONG KONG
SINGAPORE
SEOUL
TOKYO
BEIJING
DELHI
CAPE TOWN
MOSCOW
COPENHAGEN
BELGRADE
SÃO PAULO
BOGOTA
MEXICO CITY
MIAMI
SAN FRANCISCO
LOS ANGELES
SHANGHAI
WASHINGTON DC
BERLIN
WARSAW
LISBON
PRAGUE
MILAN
ATHENS
VIENNA
BUDAPEST
ZURICH
STOCKHOLM
BUCHAREST
MADRID
PARIS
SAN FRANCISCO
TORONTO
MONTREAL
QUEBEC
…in the world

Digital TV VICE News / HBO
97MM+
US uniques /mo
173.8MM+
Global uniques/mo
100+ Deep Brand
Partnerships
#1 for
Advertiser Retention
#1 news show for
American youth
4.5MM-5MM Viewers a
Week Combined
Cable Prime Avg.
Among 18-49
59K+
MEDIA

23Mm+
Monthly Uniques
Globally
50%
50% Male
Female
#Top2
Discover Channel
In 10 Countries
VICE on Snapchat discover offers advertisers a unique
and premium environment for full screen, 100%
viewable, sound-on mobile campaigns.
Vice On Snapchat Discover

A Deep Vertical Expertise
HEALTH
NEWS MUSIC TECHNOLOGYFOOD
IMPACT GAMING MAGAZINE
DESIGNSPORTS FASHION WOMEN’S INTERESTS

10
The Most Engaging Content
1.32
1.64
1.96
2.28
2.6
Mic Pitchfork Thrillist. The Atlantic Vox Refinery29 Complex Slate CNN VICE
1.1
1.5
1.6
1.7 1.7
1.8 1.8
1.9 1.9
2.1
2.3
2.6
2.6
Average number of minutes spent on a
page during each visit
SOURCE:(COMSCORE MULTI-PLATFORM, FEBRUARY 2017)
10

PRIVATE AND CONFIDENTIAL | VICE 2018
1 in every 3 seconds
spent browsing VICE content
is with an ad in view.
SOURCE: Q4 2016 MOAT BENCHMARKS
The Most Engaging Ads

The audience is the media

PRIVATE AND CONFIDENTIAL | VICE 2017 13
We listen to our audience
We value their voices
Audience centric

PRIVATE AND CONFIDENTIAL | VICE 2018

gen-z
Kevin Abstract, star of “American Boyband” on VICELAND
$200 billion in annual spending power
40% of consumers by 2020
the next generation of
business and power

gen-z born: ~1995+
age: ~13-22
the first generation of
the 21st century

plurals
the first generation of
an American racial pluralityaka
White
Black
Hispanic
Asian 12%
23%
13%
48%
2055
Source: MediaPost

igen
aka
the first generation of
an online-led society
45% 44% 11%
24% 56% 22%
2018
2015
almost constantly several times a day less often
“I’m on the internet.
Source: Pew Research 2018

igen
aka
the first generation of
an online-led society
Source: Pew Research 2018
-10%
likely to work for pay, have sex, drive, go on dates, or go
out without their parents than teens 20 years ago
/replacing

generation change
aka
80% Black Lives Matter
74% trans rights
73% same sex marriage
63% feminism
the first generation of
social activists
they support…
Source: Awesomeness 2017

generation change
aka
the first generation of
social activists
Source: Awesomeness 2017
33%
aren’t totally sure that the earth is round
Source: YouGov 2018
/confused

just as society grapples with the impact of the internet,
gen-z has been, and will be, on the frontlines
/data&privacy /radicalization /truth&trust

the VICE gen-z strategy:
help them transition into adulthood
/stay smart, positive &
honest
/be where they are /give their voices a
megaphone

Tell unique stories,
immersing ourselves
deeper than anyone else.
VICE Approach

PRIVATE AND CONFIDENTIAL | VICE 2017 25
“The People Who Shoot It Have To Be Young,
The People Who Cut It Have To Be Young,
The Hosts Have To Be Young
So If Something Is Created In A Boardroom… It Will Not Work”
3000 Creators+

Oobah Butler Khrishna Andavolu Isobel Yeung

YOUNG CREATORS

Trust 78%
Impact 81%
Unique 81%
describe VICE as a source
they trust
say VICE deepens their
understanding of the world
come to VICE for content
you can’t get elsewhere

The Guide to Content Marketing

We Apply The
Same Principles
To Our Work
With Brands
3

We Build A
Picture Of Our
Audience
+ Who They Are
+ What They Like
+ How They Feel

PRIVATE AND CONFIDENTIAL | VICE 2018
We create new Context for your Content
Supported Editorial
VICE editorial content supported by media.
BENEFITS
• Turn-key opportunity
• No production investment
• Lives organically in editorial stream
‘Created With’ Editorial
VICE editorial content created with a brand
partner.
BENEFITS
• Allows client to participate in creating
authentic VICE content
• Lives organically in editorial stream
Custom Partner Content
BENEFITS
• Aligns tightly with brand marketing
messages
• Client maintains full creative control
• Assets intended for use on both VICE
and client channels
Custom content produced for a brand partner
and associated with a VICE vertical.
Client Content
Content created by a 3rd party, client or
agency, living on VICE outside of traditional
media.
BENEFITS
• Allows brand-created written, video and
interactive content to live within the
VICE platform
• Places brand’s content in a context
that’s appealing to the VICE audience

TOP TILE
AD
SLOT
AD
SLOT
AD
SLOT
AD
SLOT
CONTEXTUAL
EDITORIAL
CONTEXTUAL
EDITORIAL
CONTEXTUAL
EDITORIAL
CONTEXTUAL
EDITORIAL
Contextual Takeovers Generate Massive Engagement
AD
SLOT
EXAMPLE FROM VICE X LYNX RECENT
CAMPAIGN ON SIMILAR SUBJECT MATTER
Daily & contextual takeovers, exclusively available
through VICE, is the perfect entry point to delivering
impactful messaging across one of the most engaged
audiences on mobile.
The VICE Snapchat Discover takeover
begins with 4 x 3”-10” Snap Ad
slots to fill with with brand or
VICE created assets.
From these Snap Ads,
users can swipe up to
an attachment for a
deeper experience.

PRIVATE AND CONFIDENTIAL | VICE 2017 34
Content Marketing That Engages
275 minutes
Average amount of earned attention
per 1000 impressions
SOURCE: Q4 2016 MOAT BENCHMARKS; DIRECT PUBLISHER
34
150 minutes
more in-view time
Benchmark Publisher
83% completion rate
94%
VICELAND Promos have #1
Stickiest Rate on TV
SOURCE: ISPOT SMART TV STUDY, AUGUST 2016, ADS + PROMOS
DIGITAL TELEVISION

+9.3
+6.9 +6.9
75%said brand content on VICE
felt more like content versus
advertising
UNAIDED AWARENESS FAVORABILITY PURCHASE INTENT
6.96.9
9.3
+9.3% PT
+6.9% PT +6.9% PT
SOURCE:MILLWARD BROWN
And It Works
36

One last tip…

Platforms are eating the world

Content Container Context

ContentNew Consumer Journey is a Content Journey

41
ContainerUbiquity & Intimacy. Every platform has a DNA

42
Context DOWNTIME FITNESS FAMILY
Context is key for your audience experiences

Cheers
dom@vice.com THINKCONTENT - NYC - 6th JUNE 2018