Marketing messages are taking longer to craft as they wait for approval from corporate comms teams. And allowlists and blocklists — including some to avoid raising ire from the Trump administration — are getting longer and campaigns are taking a “softer” approach, according to two brand strategists Digiday spoke with for this story.
Additional coverage:
- Any seller with linear TV inventory needed to use sports to lead the way in pulling in dollars, but they’re feeling the heat from streaming, which has secured a far greater amount of sports rights than even two years ago.
- JanSport backpacks can be seen singing all over TikTok and YouTube this summer, with a back-to-school video strategy centered on absurd, cringey humor designed to make student scrollers watch twice.
- An increasing number of brands are featuring store associates on their social media platforms — or, in some cases, incentivizing them to create brand content for their own platforms.
- Our most-read story this week: Another sign the creator economy is growing up: brands hiring agencies of record.
Other things to know about
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Top Stories
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Ivy Liu
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Amidst escalating culture war risks, brands find themselves on a delicate political tightrope, balancing consumer appeal while avoiding missteps.
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howdy!
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In today’s red-hot sports marketplace, David Levy and Chris Weil are crafting new ad opportunities with secondary and tertiary sports.
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Advertisement
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Through strategies like highly targeted local newsletters and personalized send times, Axios improved relevance and subscriber engagement, ultimately driving click-throughs, increased traffic, an uplift in impressions and better ad revenue.
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After all, who knows the product they are selling better? And who can talk about it with more authority?
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Marketers using a connected campaign approach can meet demands for personalized, high-performing campaigns. A unified campaign builds addressable audiences on a strong identity foundation, activates them precisely across channels and measures impact in real-time.
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JanSport is looking to become “part of the cultural scroll” and not just interrupt the videos its target audience is watching.
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By optimizing for subscriptions, publishers risk losing ad revenue because they see fewer pageviews and ad impressions.
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howdy!
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Naming an agency of record is the industry’s shorthand for saying this isn’t going away.
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howdy!
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Marketers want more rigor from their creator investments and to do that they’re driving more investment in affiliate schemes.
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