This week we're diving into financial companies tapping into their expertise and services.

But before we jump in, The Media Tracker just passed it’s 1 year anniversary 🥳 

A very big thank you to every who has subscribed, shared with coworkers, friends, and family throughout the year. I’m so glad I kicked this thing off last February and excited for all that’s to come and track in year 2.

What's 🔥 Right Now

Financial Steps

• New York Life ran a HPTO across Forbes with new brand messaging that focuses on human connection from 1:1 guidance to never making financial decisions alone.

• Coriant is running ads across Forbes, with general brand awareness around their wealth management services and advisors.

• Silicon Valley Bank is running ads across Axios, promoting their report on FinTech seeing long-term growth.

• Bank of America is running ads across WSJ, with messaging around their advisors and expertise.

• Latham & Watkins LLP is running ads across Axios, driving general brand awareness around private capital.

The thought: financial companies are leaning into messaging that touches on their expertise and customer care. Finance interest coupled with high HHI makes publishers the perfect medium for companies to up their ad dollars and acquire new customers all while building up positive brand association, especially leading into the 1 year mark of SVB’s downfall…   

Ads across the web this week

• Tech: Oracle (WSJ), Toptal (WSJ), Deloitte (Quartz), Samsung (Bloomberg), Meta (Axios), Dell Technologies (WSJ), Elastic (NYTimes), Apple (WSJ)

• Healthcare: Evernorth Health Services (Axios)

• Automotive/Transport: National (WSJ)

• Business/Finance: New York Life (Forbes), Corient (Forbes), Silicon Valley Bank (Axios), Bank of America (WSJ), Latham & Watkins LLP (Axios)

• Education: Cornell Medicine (NYTimes)

• Real-estate: Sotheby’s Realty (NYTimes)

• Non-Profit: South32 Hermosa (Axios), Ad Council (Bloomberg)

• Travel: Tourism Australia (NYTimes)

• Publishing: Penguin Random House (NYTimes), Toon Books (NYTimes)

• E-Commerce/Retail: Ralph Lauren (Air Mail)

• Entertainment: Hamilton Musical (NYTimes), Max (WaPo, Vox), Hulu (NYTimes), ABC (Vox), WSC Sports (Puck)

Notable Campaigns 

New York Life ran a HPTO across Forbes on 2/26 & 2/29, with brand messaging on taking financial steps for you and your family’s future.

Samsung ran a HPTO across Bloomberg on 2/26, promoting the Galaxy S24 Ultra.

Ralph Lauren is running a week-long HPTO across Air Mail, promoting their RL 888.

Dell Technologies ran a HPTO across WSJ on 2/27, driving awareness on how their AI capabilities are helping our planet.

ABC ran a HPTO across Vox on 2/27, promoting the show Will Trent.

Alibaba ran a HPTO across WaPo on 2/28, driving to their studio piece on how they help American businesses grow globally in China.

Apple is running a HPTO across WSJ today, 2/29, promoting their AppleOne family plan.

Max is running a HPTO across Vox today, 2/29, promoting their new limited series, The Regime.

Newsletter Tracker

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 47%, 5% down from last week 💸

New Branded Content

• Axios: TD Bank

• Roll Call: Aventiv

• Fortune: SAP

• WSJ: Boston Children's, AWS

• Forbes: SAP

• WaPo: GoodRx, Elevance Health, Georgetown University

Here's a link to the full branded content list

Industry News + Product Launches

• Axios is partnering with Deep Blue Sports + Entertainment to launch “TN50: The Business of women’s sports,” tacking on another publication that’s tapping into women focused sports, with The Cut launching ‘Keep Moving’ last month.

• Google is paying publishers to test out an unreleased Gen AI platform.

• WaPo published their annual Design Trends of 2024.

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