Condé Nast grows digital audience partners with Brand Metrics

The media company introduces Brand Lift Survey to measure the effectiveness of advertising campaigns across its properties.

Condé Nast Italia strengthens its digital offering to brand partners with Brand Lift Survey. This new service, developed in collaboration with Brand Metrics and activated in Italy through Sensemakers, is designed to measure the impact of advertising activities.

As Condé Nast’s digital audience grows, brands gain access to a new way of evaluating advertising effectiveness.

The Brand Lift Survey represents a strategic evolution in measurement tools, allowing real-time insights into the impact of digital and social campaigns on consumer perceptions and behavior toward the brands that choose to communicate through Condé Nast Italia’s properties.

According to the media company, the solution enables precise and customizable analysis of key KPIs across the funnel: from brand awareness to consideration, purchase intent, and overall brand perception. The system relies on a deterministic yet flexible approach, offering the ability to integrate tailored questionnaires, conduct analysis by creative format and audience target, and apply both standard and proprietary methodologies.

The service is available across Condé Nast’s display, video, branded content, and social formats. Today, these platforms reach 24 million unique monthly visitors (up 9% YoY), with an average time spent of over 4 minutes, and a social fan base of 26 million (up 7%).

Key figures from the first half of 2025:

• Vogue Italia: +120% unique users during Milan Fashion Week 2025
• Vanity Fair Italia: average session time per user exceeded 10 minutes during the Met Gala
• GQ Italia: 77 million social views generated from Met Gala content
• Wired Italia: leader in the tech segment, with an audience up 10%
• AD Italia: video views more than doubled, +37% social impressions during Milan Design Week
• La Cucina Italiana: +64% on Google Discover