VICE

DIGITAL
MEDIA KIT
January 2016
PLATFORMS

35%
18-24

24% REACHES TWICE AS MANY 18-34 YEAR OLDS

35-44
41% COMPARED TO OTHER MEDIA CHANNELS
25-34 (INDEX OF 193)

7.34 MILLION 135 MILLION

THE FASTEST UNIQUE VISITS PER MONTH

TO VICE OWNED CHANNELS (CA)
UNIQUE VISITS PER MONTH
TO VICE OWNED CHANNELS
GLOBALLY

GROWING, 11 CHANNELS
ACROSS MILLENNIAL PASSION POINTS
LIKE NEWS, MUSIC, FOOD & SPORTS
500 PARTNERS
REPRESENTING SOME OF THE MOST
RESONANT VOICES IN PUBLISHING

#1 YOUTH MEDIA 60%

OF OUR AUDIENCE CONSUMES
350%
YEAR-OVER-YEAR MOBILE AUDIENCE

COMPANY IN VICE CONTENT ON MOBILE GROWTH SINCE 2012

THE WORLD. 11 MILLION

SUBSCRIBERS TO VICES YOUTUBE
CHANNELS GLOBALLY
10.3 BILLION
MINUTES WATCHED ON
YOUTUBE
WE WIN OUR AUDIENCES HEARTS THROUGH
CONTENT
1
VICE OFFERS
STORIES YOU CANT
# GET ELSEWHERE

#2
VICE PROVIDES
A DIFFERENT
PERSPECTIVE
VICES ENGAGEMENT

#1 ENGAGEMENT WITH OUR SITES, VIDEO AND SOCIALS

20+ MINUTES HIGHEST WATCH TIME 7X AS MANY CONTENT REFERRALS

AVERAGE SESSION TIME ON DESKTOP ACROSS ALL OF YOUTUBE ORIGINAL CHANNELS, AS THE AVERAGE FACEBOOK PUBLISHER
TOP 0.01% FOR ALL OF YOUTUBE.

20+ MINUTES HIGHEST ENGAGEMENT 55% HIGHER ENGAGEMENT PER TWEET

AVERAGE SESSION TIME ON MOBILE BEST RATIO OF LIKES/ DISLIKES ON YOUTUBE THAN THE AVERAGE TWITTER PUBLISHER
 EX TR EM E S PO R T S C
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EXTREME SPORTS
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L I F E S T Y L E
COMEDIANS
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INDEX:

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*source: comScore - MediaMetrix MultiPlatform & MediaBuilder - Jan 2015. Unique Views are aggregate &
do not account for audience duplication. W O M E N S
AUDIENCE
AUDIENCE

227 153 135

LOVE DISCOVERING WHATS ADVENTUROUS, ALWAYS PLACING DETERMINE SOMETHING IS WORTHY OF

THE MOST INFLUENTIAL

NEW IN ART, MUSIC, AND DESIGN THEMSELVES IN NEW SITUATIONS THEIR TIME IF IT COMES FROM A
WEBSITE THEY TRUST

AUDIENCE IN THE
WORLD 340
SELF EMPLOYED
223
ONLINE STREAMING AS THEIR GO-TO
SOURCE FOR TV SHOWS
152
FINANCIAL HEALTH HAS IMPROVED
OVER THE LAST YEAR

HOUSEHOLD INCOME GENDER E D U C AT I O N

44%
39%

9% 10%
15%%
11%
16% 36%

64%
35-44
3%
23%
30%

161
ON SOCIAL MEDIA
THROUGHOUT
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AUDIENCE

DATA CAPTURE
VICE collects audience data from all platforms, capturing the digital characteristics of
every VICE audience member. Robust segmentation of our audience allows for targeted
brand messaging.

VICE OWNED & VICE NETWORK

OPERATED YOUTUBE PARTNERS
WEB & APPS

AUDIENCE DATA
VICE CAMPAIGN SURVEY
SOCIAL DATA DATA
AUDIENCE

PROPRIETARY SEGMENTATION
VICE audience segments power targeted media and content campaigns, allowing for refined targeting across our network
and extending our reach beyond. Segments are built by analyzing VICE audience behavior, interests and attitudes,
overlaid with data from partners and 3rd party providers.

ATTITUDINAL

DEMOGRAPHIC BEHAVIORAL INTEREST

Segment types listed are for example purposes, full segmentation details available upon request
CA DIGITAL NETWORK
VICES REACH
VICE O&O VERTICALS
Our flagship hub of humour and hyper- smart
attitude, crammed with wildly popular video series,
every magazine article, extra content from around
the world, reviews, and general musings, as well as
running commentary on current trends.
Ages: 18 - 34 | M: 59 F: 41
Monthly UVs: 3.74 Million
Social Reach: 6.93 Million
Broadly is the sister site to vice, devoted to
representing the multiplicity of women's
experiences. Through original reporting and
documentary film, we provide a sustained focus
on the issues that matter most to women.
Ages: 18 - 34 | M: 60 F: 40
LAUNCHED AUGUST 3RD
Bringing you an unvarnished look at some of
the most important events of our time, and
shining a light on underreported stories around
the globe. We get to the heart of the matter with
reporters who call it like they see it.
Ages: 18 - 34 | M: 73 F: 27
Monthly UVs: 1.22 Million
Social Reach: 4.61 Million
The Creators Project is a global celebration
of creativity, arts and technology. It features
the works of visionary artists across multiple
disciplines who are using technology to push
the boundaries of creative expression.
Ages: 18 - 34 | M: 67 F: 33
Monthly UVs: 174,000
Social Reach: 520,000
Noisey is a video panorama of precisely whats
exciting in music right now. With original
documentaries produced by our worldwide bureaus
Noisey pinpoints the best and most exciting music
for young people.
Ages: 18 - 34 | M: 66 F: 34
Monthly UVs: 639,200
Social Reach: 2.2 Million
VICE Sports is a new kind of sports media that
chronicles sports and their role in society. We publish
original, reported, and researched stories, as well as
videos that take you inside the lives of athletes on
and off the field.
Ages: 18 - 34 | M: 85 F: 15
Monthly UVs: 331,000
Social Reach: 1.54 Million
Thump is the definitive entertainment
platform for global electronic dance music. It
chronicles every aspect of the global EDM
movement: The music. The artists. The fans.
The culture. The experience.
Ages: 18 - 34 | M: 67 F: 37
Monthly UVs: 231,300
Social Reach: 1.27 Million
i-D is the internationally-acclaimed cult
magazine that features the best and most
innovative in fashion, music, art and youth
culture. Its one of the most prominent and
influential fashion brands and is number 1
Ages: 18 - 34 | M: 45 F: 55
Monthly UVs: 278,300
Social Reach: 1.44 Million
Motherboard is the culmination of all things
strange or influential in the world of modern
science and technology. Motherboard is Vices
platform for unique content that nobody had the
brains to put together.
Ages: 18 - 34 | M: 75 F: 25
Monthly UVs: 639,200
Social Reach: 1.85 Million
Through engaging original video content,
compelling editorial features, articles, how-
tos, recipes and events, MUNCHIES offers a
signature perspective on the intersection
where humans and food connect.
Ages: 18 - 34 | M: 57 F: 43
Monthly UVs: 416,100
Social Reach: 1.68 Million
AUDIENCE

VICE O&O CA WEB & SOCIAL REACH

VICES
CANADIAN O&O
REACHES:

8.0MM WEB UVs 22.37MM SOCIAL UVS

Segment types listed are for example purposes, full segmentation details available upon request

TO EXTEND REACH, EACH VERTICAL COMES WITH A

SUITE OF TARGET-RELEVANT PARTNER PUBLISHERS.

VERTICAL NETWORK SITES FORTHCOMING.

MEDIA FORMATS

LIFESTYLE + ENTERTAINMENT
VICE.com is the flagship of the VICE digital empire, home to VICE Magazine online, a
daily offering of groundbreaking video, and all the weird and fascinating things youve
come to expect from VICE over the past 20 years.

Its Lifestyle & Entertainment network encapsulates everything pop culture. From specialty
travel sites to personal finance blogs, our publishers have no shortage of captivating
content.

CANADA UNIQUES

8.5MM 59% UNIQUES FROM MOBILE

CANADA PAGEVIEWS
56%
32.2MM 41%
PARTNERS INCLUDE
MEDIA FORMATS

MUSIC CULTURE
Defining music coverage across genres, Noisey releases groundbreaking music
programming and is backed by one of the fastest-growing YouTube audiences.

Its Music Culture network offering is unparalleled in today's market. Our publishers
have been chosen for their respected music criticism and technology which attracts an
audience of enthusiasts and aficionados.

CANADA UNIQUES

1.66MM 62% UNIQUES FROM MOBILE

CANADA PAGEVIEWS
45%
41.2MM 38%
PARTNERS INCLUDE
MEDIA FORMATS

DANCE + ELECTRONIC
Thump is VICEs own electronic music and culture site focused on the full range of EDM,
from massive festival stages to renegade warehouse parties.

Collectively representing the veritable authorities in Electronic Dance Music, the Electronic
& Dance network chronicles every aspect of the global dance music movement: the music,
the artists, the fans, and the experience.

CANADA UNIQUES

513M 78% UNIQUES FROM MOBILE

CANADA PAGEVIEWS
21%
8.6MM 22%
PARTNERS INCLUDE
MEDIA FORMATS

TECHNOLOGY + INNOVATION
Motherboard is where VICE explores the intersection of science, technology, and humans.
We want to help you get your hands on tomorrow.

The Technology & Innovation category is home to forward-thinking technology journalism,

from sites as cutting edge as the technology theyre covering. This is where digital
innovators come to find news and reviews surrounding the internet, gaming, and gadgets.

CANADA UNIQUES

1.7MM 71% UNIQUES FROM MOBILE

CANADA PAGEVIEWS
43%
6MM 29%
PARTNERS INCLUDE
MEDIA FORMATS

FEMALE CULTURE
i-D is the leading source of inspiration for the coolest fashion culture. Its the highest-
performing fashion publisher in video and has consistent photography and editorial to
support it.

Its Fashion & Style network covers a wide range of beauty, fashion, lifestyle news, and
trends. From womens issues to celebrity gossip, the network connects brands with bright
young women on the sites they trust.

CANADA UNIQUES

414M 27% +
UNIQUES FROM MOBILE

CANADA PAGEVIEWS
41%
2.1MM 73%
PARTNERS INCLUDE
MEDIA FORMATS

ART + DESIGN
i-D is the leading source of inspiration for the coolest fashion culture. Its the highest-
performing fashion publisher in video and has consistent photography and editorial to
support it.

Its Fashion & Style network covers a wide range of beauty, fashion, lifestyle news, and
trends. From womens issues to celebrity gossip, the network connects brands with bright
young women on the sites they trust.

CANADA UNIQUES

557M 69% UNIQUES FROM MOBILE

CANADA PAGEVIEWS
20%
2.2MM 31%
PARTNERS INCLUDE
MEDIA FORMATS

SPORTS
VICE Sports chronicles sports and the role of sports in society. We publish original,
reported, and researched stories, as well as videos that take you inside the lives of
athletes on and off the field.

Its Sports network is derived of today's most relevant sports content and reporting
publishers, covering athletes & events from all around the globe.

CANADA UNIQUES

957M 59% UNIQUES FROM MOBILE

CANADA PAGEVIEWS
56%
4.7MM 41%
PARTNERS INCLUDE
MEDIA FORMATS

FOOD + TRAVEL
Munchies chronicles the wide spectrum of the global culinary experience and the
diverse voices that are pulling us forward: chefs and home cooks, makers and
consumers, the politics and policies of food, and even front and back of house
restaurant life.

Its Food & Travel network is a selection of the driving publishers behind food and
travel culture, covering the best food and where to get it.

CANADA UNIQUES

1.36MM 59% UNIQUES FROM MOBILE

CANADA PAGEVIEWS
56%
4.7MM 41%
PARTNERS INCLUDE
VICE DIGITAL

FRENCH TARGETING

MEDIA
CAN BE TARGETED TO FR BROWSERS OR
RUN ON FRENCH LANGUAGE WEBSITES.

CONTENT WATCH FRENCH LANGUAGE CONTENT

FRENCH PARTNERS INCLUDE:
CAN BE CREATED IN FRENCH LANGUAGE
OR WITH FRENCH SUBTITLES.
WATCH FRENCH-SUBTITLED CONTENT

CA UNIQUES CA PAGEVIEWS

196K 832K
MEDIA FORMATS
MEDIA FORMATS

VIDEO MILLION BILLION PREMIUM

VICE offers a premium cross-platform solution for 11 SUBSCRIBERS TO 2+ VIDEO VIEWS ON YOUTUBE

video distribution, including branded content and

VICES YOUTUBE
CHANNELS GLOBALLY
WITH THE HIGHEST
ENGAGEMENT PARTNERSHIP
VICEs continued success in producing
preroll. BILLION MILLION original video content has secured an
10.3 MINUTES WATCHED 90 MONTHLY VIDEO VIEWS
evergreen relationship with YouTube
ON YOUTUBE ON YOUTUBE
Commercial video can be targeted effectively to
associate with premium VICE content on YouTube,
across VICE O&O sites, and the VICE Digital Network.
In-app preroll and OTT options coming soon.

PLATFORM

DESKTOP

TABLET

MOBILE

IN-APP

YOUTUBE VICE is the exclusive distributor of YouTube pre-roll targeting for VICE & its verticals.

* 3rd party formats subject to testing and approval

MEDIA FORMATS

DISPLAY
VICE has evolved display media beyond standard IAB formats, into the ultimate
solution to promote brand messaging and content launches.
Custom rich media formats - from responsive takeovers of VICE owned channels, to ALL SCREENS RESPONSIVE SOLUTIONS OPTIMIZED FOR VIEWABILITY
engaging mobile-centric solutions - are designed to integrate seamlessly with the
user experience, allowing for flexibility and exposure across platforms.
MEDIA FORMATS

MOBILE 350% 60%

VICE mobile platforms are established as the core of YEAR-OVER-YEAR
MOBILE AUDIENCE
OF OUR AUDIENCE
CONSUMES VICE
GROWTH SINCE 2012 CONTENT ON MOBILE.
the VICE Digital offering. The VICE audience is
increasingly mobile-centric, with 350% year-on-year
growth since 2012.
With 60% of users consuming VICE content on a mobile
or tablet device, this valuable audience can be reached
through granular segmentation using the suite of
innovative custom ad products.

AD UNITS

FORMAT SIZE*

MOBILE LEADERBOARD 320x50

MPU 300x250

MOBILE BILLBOARD 320x150

DAILY TAKEOVER ALL

* 3rd party rich media formats subject to testing and approval

MEDIA FORMATS

VICE APP
The VICE iOS and Android apps represent some of the
most highly-engaged VICE audience members, with
50% more page views per session than mobile web, and
a rapidly growing audience that has expanded 3x over
the last six months.
This valuable core audience can be reached via in-app
placements that can support rich media and daily
takeovers.

AD UNITS

FORMAT SIZE*

MOBILE LEADERBOARD 320x50

MPU 300x250

MOBILE BILLBOARD 320x150

DAILY TAKEOVER ALL

* 3rd party rich media formats subject to testing and approval

MEDIA FORMATS

OVERVIEW
SNAPCHAT TITLE CARD

SWIPE 3 ARTICLES 100% OWNERSHIP OF BRANDS KEY DATES

Discover is Snapchats new premium
content offering. As a key launch
partner, VICE utilizes a blend of video,
imagery and editorial to distill the best
DISCOVER SCREEN
3 :10 VIDEO IN-FLOW ADS PER EDITION
100% SPONSORSHIP OF THEMED CONTENT DAYS SURROUNDING
TENTPOLE EVENTS I.E. GRAMMYS, FASHION WEEK, SXSW,
VALENTINES DAY*

content from around the VICE universe

into a new edition each and every day. CUSTOM SNAPCHAT VIDEO CREATIVE BUILT BY VICE*

DAILY EDITION CUSTOMIZED BY THEME*

HIGHLIGHTS FROM VICE ON SNAPCHAT TO DATE
DOUBLE TAP
* Minimum spends apply
TO SHARE
SNAPCHAT AD

FULL DAY OF VICE ON SNAPCHAT DEDICATED :10 VIDEO AD :10 VIDEO AD :10 VIDEO AD
TO VARIOUS SEGMENTS OF VICE NEWS
OBAMA INTERVIEW SWIPE 2 ARTICLES SWIPE 2 ARTICLES

FIRST EVER PUBLISHER EDITION PROMOTED

ON AN OFFICIAL SNAPCHAT STORY (LOS
ANGELES LIFE), FEATURING VICES SHANE
#1
SMITHS INTRODUCTION

:10 IN-FLOW ENTERTAINMENT AD HAD THE BEST

ENGAGEMENT SEEN ON THE PLATFORM IN THE
FIRST MONTH DOUBLE TAP DOUBLE TAP DOUBLE TAP
TO SHARE TO SHARE TO SHARE
SNAPCHAT AD SNAPCHAT AD SNAPCHAT AD
MEDIA FORMATS

ADVERTORIAL
For particular client campaigns, VICE
can facilitate the execution of paid
advertorial from its network partners, PAID EDITORIAL
including posts to their sites and POSTS ON
socials. WEBSITES AND
SOCIALS
ADVERTISING PRODUCTS
ADVERTISING PRODUCTS

CREATIVE SOLUTIONS
VICEs creative and interactive design teams develop cross-platform custom ad
products for brands, tailored to deliver against specific campaign objectives.
We create bespoke solutions that work seamlessly with the VICE experience
through an understanding of how to engage our audience, built and delivered HTML5 CROSS-PLATFORM 3RD PARTY SUPPORT

through a best-in-class rich media ad platform.

CROSS-PLATFORM FILMSTRIP VIDEO GALLERY FULL PAGE FLEX

ADVERTISING PRODUCTS

MULTIPANEL Units with multiple in-banner panels to house imagery, video and copy assets.

300x600 FILMSTRIP / THE UNDISCOVERED MOBILE ACCORDION / AT&T THE MOBILE MOVEMENT 970x250 FILMSTRIP / AT&T
HTTP://BIT.LY/1E6MGOR HTTP://BIT.LY/1EYSOBF HTTP://BIT.LY/1EYS99H
ADVERTISING PRODUCTS

EXPANDABLES High impact, user-initiated overlay formats which display a suite of brand assets.

970x250 EXPANDABLE / AXE MOBILE EXPANDABLE / THE NORTH FACE 970x250 EXPANDABLE / AUDI
HTTP://BIT.LY/1XCH9IE HTTP://BIT.LY/1XCHKDS HTTP://BIT.LY/1EYSTW6
ADVERTISING PRODUCTS

OVERLAYS Interruptive formats delivering 100% share-of-voice for brands.

RICH MEDIA OVERLAY / AT&T UPWARDLY MOBILE MOBILE INTERSTITIAL / JACK DANIELS INTERACTIVE OVERLAY / SAMSUNG
HTTP://BIT.LY/1XCHWTM HTTP://BIT.LY/19NY7FV HTTP://BIT.LY/1HPTMQY
ADVERTISING PRODUCTS

DYNAMIC Display units that inspire engagement and deliver an interactive display experience.

INTERACTIVE HOVER / SAMSUNG MOBILE MOTION-ACTIVATED OVERLAY / IRIS INTERACTIVE OVERLAY / CONVERSE
HTTP://BIT.LY/1BABOCO HTTP://BIT.LY/1IAHECI HTTP://BIT.LY/1IAJXVT
ADVERTISING PRODUCTS

SHOWCASE Supports multiple asset types to deliver the most immersive experience across VICE products.

970x550 SHOWCASE / ADIDAS MOBILE 320x460 / VOLKSWAGEN 970x250 CAROUSEL / ANDROID

HTTP://BIT.LY/1E6OVSM HTTP://BIT.LY/1IAHUBK HTTP://BIT.LY/1EYTRL8
ADVERTISING PRODUCTS

IN BANNER VIDEO Supports video distribution within IAB display units while amplifying reach across premium placements.

300X600 BILLBOARD WITH VIDEO / LEVIS 300x250 MOBILE VIDEO / QUICKSILVER 970x550 BILLBOARD WITH VIDEO / GRAND MARNIER
HTTP://BIT.LY/1BUVX2O HTTP://BIT.LY/1HTN4RL HTTP://BIT.LY/19O0S3T
MEASUREMENT
MEASUREMENT

VICE ANALYTICS PARTNERS:

The VICE analytics and insights teams
provide deep understanding of
campaign objectives and performance PERFORMANCE REVIEW
through a host of qualitative and 6%$ Age
10%$
quantitative measures.
13)17$
18)24$
54%$ 25)34$
43%$ 35)44$
45)54$
METRICS

0.45%$ VI
CE$

AUDIENCE INSIGHTS 0.40%$

0.35%$
0.34%
0.39%

0.31%
0.30%$

0.25%$
0.21% 0.21%
0.19%
0.20%$
0.20% 0.17% 0.20%
0.15%$ 0.18% 0.17% 0.15%
0.08%

REACH & FREQUENCY 0.10%$

0.05%$
0.04%
0.11%

0.00%$
Feb Mar Apr May Aug Sept Oct Nov Dec

MEDIA ENGAGEMENT & VIEWABILITY

BRAND LIFT
REPORTING ANALYTICS INSIGHTS
CONVERSION ANALYSIS VICEs in-house ad operations team Campaign effectiveness is measured Post-campaign learnings are delivered
handle quantitative campaign against brand KPIs and VICE benchmarks across audiences, content, ad products
intelligence from multiple ad servers to apply relevant context and direction, and platforms, focussed on actionable
AUDIENCE MODELING and onsite analytics platforms, and and valuable optimization tactics are qualitative insights for brands to invest
organizes data ready for evaluation. applied in-flight to maximize performance. into future marketing efforts.
SOCIAL LISTENING
THANK YOU