Jim Bankoff from Vox Media: We must extend our technology platform beyond our walls

During the South by Southwest Interactive Conference (SXSW), in Texas, the CEO of Vox Media, Jim Bankoff, explained his plan for the growth of media companies, in the current digital environment. His strategy includes strengthening of the company’s brands beyond their websites and helping marketers do the same. The aim is for other organizations to feel interested in the content management systems they have built in order to monetize them in new ways. Among Vox’s products are Eater and The Verge.”We need to extend our technology platform beyond our own walls” stated Bankoff. “We must not only improve the products that we´re creating with our brand names, but how we think we can leverage those capabilities to other entities, particularly in the advertising realm.”Vox Media started this project in 2015, when it launched Chorus for advertisers. This is a platform for creating, distributing and measuring branded content. Several brands have implemented the system, that has helped them optimize their content. “We are not interested in being a loanable CMS for brands” said Vox Media Global Head of Brand Strategy, Lindsay Nelson. “The way we have worked with brands is a hybrid approach. They want great content that reaches the right audience at the right time. I think that most of our partners have found that we’re much better suited to do that on their behalf.”