Complex Networks Simplifies Image Management with Cloudinary

Cloudinary, the end-to-end media management solution for the worlds top brands, today announced that its customer Complex Networks, a leading global lifestyle brand and media company, is seeing a 20% boost in user engagement thanks to optimized media and faster page load times, and a 50-90% time savings in overall media management with Cloudinary.

Complex Networks publishing arm produces and delivers content across seven websites and is a major part of its overall business. Like many major media companies, Complex Networks was relying on a variety of content management systems (CMS) for different sites, each one with its own image management process. This forced editors to create and upload up to six different versions of an image per site and often call on the development team to ensure that each image was appropriate for each site “ an editing-to-delivery process that could take up to an hour per image. After evaluating a variety of solutions, Complex Networks selected Cloudinary to eliminate this unnecessary complexity and streamline its image management across all its sites.

We needed to eliminate the very time-consuming process of manually manipulating our images while also optimizing image performance, and what impressed us immediately about Cloudinary was its near-instant URL-based transformations, said Complex Networks CTO Aleksey Baksheyev. The built-in performance optimization and ease of use were big selling points for us. Its scalability was very important as well, as we were in the midst of redesigning our sites and needed to consider how these features would handle our changes and growth.

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With Cloudinary, 99% of our images are automatically transformed and optimized on-the-fly, continued Baksheyev. We know that images will be properly cropped to the right size, adjusted to the right format depending on which browser it is being viewed on, and delivered with the right quality settings to improve weight and load speed optimization. With one CMS, fully integrated with Cloudinary for image management, we benefit from a single source of truth for images, which allows us to make one edit for all sites.

Were proud to be working with Complex Networks and to have alleviated the image management pain-points so many brands face in todays multi-channel, visual world, said Itai Lahan, Co-founder and CEO at Cloudinary. By simplifying image management and streamlining media workflows, brands like Complex Networks are not only saving editors valuable time that can be dedicated elsewhere, but because each asset is fully optimized for its viewer, brands benefit from big upticks in improved engagement.

For more information about Cloudinarys implementation at Complex Networks, download the full case study here.

About Complex Networks

Complex Networks, formed from the acquisition of Complex Media Inc. through a joint venture by Verizon and Hearst, is a global lifestyle brand and media company and one of the most influential voices in popular culture today. Complex Networks generates over 810 million video views a month across its digital channels “ Complex, First We Feast, Rated Red, Pigeons and Planes, Sole Collector and more “ and is a Top 10 publisher in the U.S. for social engagement on channels like Facebook and YouTube.

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Complex Networks develops and distributes original programming for its channels and through output deals with distributors including Facebook, Fuse, Verizon, Snapchat, MSG and more. The company cultivates content that spans across popular culture from music to movies, sports to video games, fashion to food, reaching the coveted 18-24-year-old male audience. In November, the company successfully hosted its second ComplexCon in Long Beach, California, attracting 200 top brands and over 50,000 attendees to the two-day cultural festival.

About Cloudinary

Cloudinary provides a cloud-based media full-stack solution for the worlds top brands. With offices in the US, UK and Israel, Cloudinary has quickly become the de facto solution for web developers and marketers to manage images, videos and other rich media assets and deliver an optimal end user experience. Cloudinary has more than 5,000 customers worldwide, including AMC, Bleacher Report,, Conde Nast, DoorDash, Fairfax Media, Forbes, Gizmodo, GrubHub, Hinge, Indiegogo, Lululemon Athletica, Outbrain, Stitch Fix, StubHub, Under Armour and Whole Foods Market. For more information, visit