The Media Tracker: Big Tech Inches Back

Meta is back in the game, running HPTO’s and newsletter sponsorships, while Google is spreading various initiatives

Author

Melanie Singer
November 30, 2023

The Media Tracker

This week we're diving into tech companies continuing to place dollars towards ads.

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What's 🔥 Right Now

Tech’s Back At It

  • Meta ran a HPTO across NYTimes, promoting their collab with Ray-Ban for their new smart glasses. Meta’s Instagram also ran a HPTO across Politico and Axios, touching on their safety efforts to work with Congress on parental approval for apps.

  • Google is running ads across NYTimes, promoting their Google Pixel Camera.

  • Databricks is running ads across WSJ, promoting a case study on their enterprise.

  • Servicenow ran a full screen takeover across Fortune, promoting their Generative AI Now Platform®.

  • AT&T Business is running a week-long HPTO across Forbes, promoting general brand awareness around why customers choose them for business.

  • T-Mobile for Business ran a HPTO across Bloomberg this week, promoting their 5G network for businesses.

  • IBM is running ads across Fortune this week, promoting their watsonx AI and data platform.

  • Motorola Solutions ran ads across WSJ this week, touching on how their technologies help to make it safer everywhere.

Newsletter rundown

  • Google is sponsoring Politico’s Digital Future Daily, drawing awareness towards their climate action with AI. They’re also sponsoring Politico’s AM & PM, promoting their veterans initiative. Axios AM is promoting their work with airline industries using AI and lastly, Axios Codebook is promoting Google.org funding towards cybersecurity programs.

  • Meta is sponsoring Axios PM and Puck’s Daily Courant, with similar on-site messaging around aligning with Congress on parental approval for apps.

  • AT&T is sponsoring Morning Brew’s Thursday send, promoting their In-car Wi-Fi.

The thought: tech ad spend remains consistently strong, but what we’re beginning to see in Q4, and seemingly 2024, is big tech inching back into the light. As stated in our 10/19 send, Meta is back in the game, running HPTO’s and newsletter sponsorships, while Google is spreading various initiatives.   

Ads across the web this week

Notable Campaigns 

Meta ad on NYTimes

Meta ran a HPTO across NYTimes on 11/27, promoting their Ray-Ban Meta collection, as the next generation of smart glasses.

Pomellato ad on WSJ

Pomellato ran a HPTO across WSJ on 11/27, driving to their store locator.

AT&T Business ad on Forbes

AT&T Business is running a week-long HPTO across Forbes, with general brand awareness around why customers choose them.

Paramount+ ad on The New Yorker

Paramount+ ran a HPTO across The New Yorker on 11/27, promoting the new series Fellow Travelers.

T-Mobile for Business ad on Bloomberg

T-Mobile for Business ran a HPTO across Bloomberg on 11/27, promoting their 5G capabilities and how it can leverage businesses.

Meta ad on Politico

Meta ran a HPTO across Politico on 11/28, drawing awareness towards their safety efforts to work with Congress on parental approval for apps.

Virgin Atlantic ad on NYTimes

Virgin Atlantic ran a HPTO across NYTimes on 11/28, promoting their first transatlantic flight, flown fully on Sustainable Aviation Fuel.

Celebrity Cruises ad on WSJ

Celebrity Cruises ran a HPTO across WSJ from 11/28-11/29, promoting their Black Friday event.

Doctors Without Borders ad on The Atlantic

Doctors Without Borders ran a HPTO across The Atlantic on 11/28, calling on readers to make a donation for Giving Tuesday.

Lupus Foundation of America ad on Politico

Lupus Foundation of America ran a HPTO across Politico on 11/29, calling attention to PBMs limiting health care and access for people with lupus.

Instagram ad on Axios

Instagram ran a HPTO across Axios on 11/29, driving awareness towards their support for parents being in charge of teen app downloads.

Balenciaga ad on The New Yorker

Balenciaga ran a HPTO across The New Yorker today, 11/30, promoting their Spring ’24 campaign.

Newsletter Tracker

Google sponsorship on Politico Digital Future Daily

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 62%, 29% up from last week💰💰

New Branded Content

Thomas Reuters studio piece on WSJ

Here's a link to the full branded content list

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