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2016 Year in Review Vox Creative

Vox Creative

Vox Creative and Vox Advertising's Year in Review

Vox Creative, Vox Media’s in-house creative division, and Vox Advertising worked with some of the world’s most notable brands and created more campaigns than ever before. We used our best storytelling capabilities — videos, maps, and articles to name a few — and smart ad products to create bold, beautiful campaigns that connect with our valuable audiences. And, this year our stories are the work of traveling from Brazil’s Iguassu Falls to a chicken farm in Atlanta, building a 270-degree in-car VR experience, creating new partnerships to connect our audience’s passions with experiences, and much more.

We also launched Concert, the largest high-quality marketplace for brand marketers, in partnership with NBCUniversal to reach an even larger, premium audience across many properties.

Jump to:

  • Inc.: "Vox Media has invested heavily to make sure that advertising and branded content isn't obtrusive and is of the same quality as the editorial content. The proof that quality trumps quantity (a view that Bankoff firmly believes) is in Vox Media's results."

  • Wall Street Journal: "Launching an entire media brand for a paying advertiser is an especially ambitious move for the company. It could be a sign of things to come."

  • Nominated for Adweeks Hottest in Native Advertising

  • Finalist, Best Native Advertising, Digiday Publishing Awards: MOFAD Lab by Vox Creative





advertiser partners


pieces of content created


returning brands


days on shoots

Our Audiences

2 out of 3

users come to us on mobile


college educated


household income $100K

Vox Media Revealed Meridian

In partnership with Chase Sapphire Reserve, Vox Media launched Meridian, a beautiful digital travel experience that tells the undiscovered stories of a new destination each month. Through narrative-driven videos, photography, and personal essays, Meridian's storytelling offers a unique perspective for the adventurous and sophisticated young traveler.

Read more from the wall street journal

MOFAD Returned for MOFAD City

Due to the success of last year's Museum of Food and Drink (MOFAD) partnership, Infiniti returned to sponsor MOFAD City — a multimedia collaboration between MOFAD and Eater that tells the stories of immigrant food cultures and entrepreneurs in neighborhoods around the country — and the opening of the Lab's second exhibition, "Chow: Making the Chinese American Restaurant." The campaign featured a first-ever collaboration between Eater, Vox Creative, and the Storytelling Studio, two three-day pop-up restaurants, and a 270-degree in-car VR experience.

See MOFAD City

Vox Media Strikes Partnership with StubHub

As part of a new partnership, StubHub was named Vox Media’s official ticketing partner, offering audiences content they're passionate about alongside easy ways to enjoy relevant sports and entertainment experiences. Currently available on SB Nation and Eater, StubHub’s new integration seamlessly connects audiences with experiences that fit their passions.

Read more from ad age

Five Artists Explored Seattle

In partnership with Visit Seattle, Vox Creative selected five artists — a musician, an illustrator, an architect, an ice cream maker, and a textile designer — to take a unique trip to Seattle and create original works inspired by their journey. From an original song to a custom ice cream flavor to a full-scale installation, Vox Creative documented five unique artist stories with "Been There, Made That."

watch "Been there, made that"

Emily Henderson’s Kitchen Saw a Makeover

Design influencer Emily Henderson recently purchased her dream home in Los Angeles, but it had one problem: a small, awkward kitchen. With the help of Frigidaire — which outfitted the kitchen with brand-new appliances from its professional line — Vox Creative documented the demolition, design plan, buildout, and reveal in a playful, informative series of on-platform and Facebook-first videos.

Watch the makeover

Series Captures High School Football Teams

101 high school football teams in America lost their championship game by a touchdown or less in 2015. In partnership with Russell Athletics, Vox Creative produced a four-part documentary series that captures the untold stories of four different communities across the country using their loss as motivation for the year ahead.

Watch "Team On"

Concert's 2016 Year in Review

In April 2016, Vox Media and NBCUniversal announced the first major partnership initiative — called Concert — following NBCU’s strategic investment in Vox Media last year. Concert is an elite portfolio of premium publishers that pairs high-performing advertising products with premium-quality content, offering advertisers audience scale and sophisticated targeting and insights.

Concert gives brand marketers the ability to reach a high-value and engaged audience of more than 190 million people across all eight Vox Media brands and select NBCUniversal digital properties.

  • Wall Street Journal: Partnership touting fast-loading, custom ads follows NBCUs $200 million investment in Vox Media

  • AdExchanger: Vox Media is juicing up its testing with creative intelligence the feature lets it test thousands of ad variants against certain audiences.


190 million

unduplicated unique users

Reaching 88%

of all millennials online

Over 20

mobile-first formats


lift in engagement vs. standard ads

Over 80

brand partners

Largest Premium-Quality Marketplace Launched

Created with NBCUniversal, this industry-leading partnership pairs Vox Media’s smart ad products with premium-quality content to offer brand marketers high-value audiences. In less than 9 months, Concert boasts more than 80 brand partners and an audience reach that includes 88% of all millennials online.

Read more from the wall street journal

Concert for Concert: Questlove Helps Celebrate Concert

After a day-long presentation for hundreds of advertisers in New York City, Vox Media celebrated the launch of Concert with surprise talent and performers including Jason Pierre-Paul of the New York Giants, Luis Ortiz from Bravo TV's Million Dollar Listing, Questlove, hip-hop violinist Damien Escobar, and SB Nation's very own drumline.

Read more from adweek

Concert Expands to Include Custom Programmatic Offerings

Concert's capabilities have expanded to leverage Google's new programmatic technology to sell custom creatives. Vox Media and NBCUniversal are the first publishers to use Google's new technology to sell custom proprietary units programmatically. AT&T signed on as Concert's launch partner.

Learn more about Concert

Creative Intelligence, by Concert, Is "A/B Testing on Steroids"

"Vox Media is juicing up its testing with ‘creative intelligence,'" reports AdExchanger. The first of its kind in the media industry, Creative Intelligence is an ad optimization tool with the most sophisticated data capabilities available on the market. It eliminates creative risk by removing the "what if" and using insights to make our advertisers smarter.

Read more from adexchanger

Concert Unveils 20 Mobile Ad Formats

More than 20 mobile ad formats enabling branded content and video distribution across premium audiences are now available via Concert, leading to deeper audience engagement. The ad products run across 26 sites, including all of Vox Media and select NBCUniversal digital properties, as well as on Google AMP and Facebook Instant Articles.