Month: November 2023

Marketers love talking about their strategy to reach younger consumers, particularly Gen Z. But not Therabody. The fitness-focused brand, which manufactures “percussive therapy” and handheld massage products, kept hearing from its core audience of performance athletes that they’d also like to see products their aging parents could use, according to CMO John Solomon. This customer […]

The post Therabody Says It’s For Everybody, And It Wants To Target You – And You, And You! appeared first on AdExchanger.

The Missing Link Log another demerit for YouTube transparency. Four buyers say their post-campaign reports for YouTube Select are riddled with broken links, Adweek reports. Google introduced YouTube Select in 2020 as a way for buyers to purchase premium YouTube inventory, including top-performing channels and YouTube TV. YouTube sends buyers post-campaign reports with links they […]

The post Dead Links Ding YouTube Campaign Reporting; AVOD Bundles Come Alive appeared first on AdExchanger.

Whirlpool, for the first time, is enlisting the support of influencers to boost awareness of its Care Counts Laundry Program. With the program, which has been running for nearly a decade, Whirlpool aims to make an impact on communities across the United States by supplying washers and dryers to schools lacking these facilities.

The central premise: Kids with clean clothes are significantly more likely to regularly attend school.

In addition to promoting its ad spot featuring students and teachers on Reddit, Instagram and Facebook, Whirlpool has engaged six influencers to amplify its program across their various social media platforms. This collaborative effort leverages the reach of individuals who can effectively communicate and champion the positive impact of the Care Counts initiative.

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The drumbeat of “do more with less” has continued into Q4.

The more robust approach Black Friday and Cyber Monday campaigns this month is just one example of that. Marketers’ expanding expectations — likely a trickle down from CEOs and CFOs expanding expectations for marketers — are just one of the reasons it’s been a difficult year for media agencies.

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At this point, TikTok has gone from an experimental digital channel to a must-have in most marketing strategies. Ad spend on TikTok is expected to grow in the coming year — as much as 25% over this year — as the short-form video app looks to bridge the gap between its cultural impact and ad revenue. (More on that here.)

While TikTok has become a staple within the culture of social media, agencies and brands are still figuring out what to make of the platform’s marketing and advertising potential. Spend on the platform has yet to reach Meta or Google levels. But one of the brands making a bet on TikTok and shelling out ad dollars there is Thrive Market, a membership-based online grocer.

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Facing declining referral traffic from search and social platforms, steeper competition for scale-focused campaign budgets and a myriad of other woes impacting ad revenue, several digital publishers are doubling down on the business they still carry some authority over: events.

The strategies vary, from increasing the volume of events and turning their events businesses into standalone brands to turning experiential franchises into pop-up commercial content creation studios. But the goal remains the same for publishers: to keep revenue flowing.

Take BDG, publisher of Bustle, W Magazine and Nylon, for example. The company’s 2024 advertising strategy has been reoriented around experiential, talent and premium content and has shifted away from display ads that are dependent on traffic to its websites, according to Jason Wagenheim, president and CRO of BDG. 

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Navarrow Wright – former Meta and BET exec, now CTO at Mirror Digital – discusses the limiting dangers of subscription tiers, X’s weakening value, why brands shouldn’t overlook the power of
multicultural creators, and more.

The substance is fine, but the partisan critics won’t be appeased.

The ex-president makes Israel’s moral equivalence to Hamas socially respectable.

Salesforce has hired longtime executive Denise Dresser as the CEO of its team communications platform Slack. Dresser will be replacing Lidiane Jones.