This week we're looking at ecommerce working its way back into the ad game.

What's 🔥 Right Now

The Ecommerce Comeback

• Van Cleef & Arpels is running ads across The New Yorker and NYTimes this week, promoting their installation in partnership with Fifth Avenue Association for the third year in a row.

• Rolex is running a Climate stream takeover across WashPo this week, diving into their Perpetual Planet Initiative through the storytelling of exceptional individuals.

• Louis Vuitton is running a week-long HPTO across Air Mail, promoting their Spring-Summer leather goods.

• Oura ran a HPTO across NYTimes this week, with messaging around how the smart ring helps to track women’s health and understand their bodies and cycles more.

• Dior is running ads across WSJ this week, already promoting their men’s Fall 2024 collection.

• Hermès is running ads across The New Yorker this week, promoting their Spring-Summer 2024 limited-edition beauty collection.

• Cartier is running ads across NYTimes this week, promoting their Trinity collection.

Newsletter Rundown

• Ebay is sponsoring Politico’s Digital Future Daily and Politico Nightly this week, with messaging around powering small businesses and entrepreneurs.

• Wayfair sponsored one day of Morning Brew this week, promoting their Way Day sale.

• Onekind is sponsoring Skimm Well this week, promoting their night cream.

The thought: maybe it was the Met Gala on Monday that got ecommerce companies on the mind, but this sector is seemingly ramping up ad spend. For messaging, we normally see companies solely promote new seasonal lines, but this spurt of messaging mixes seasonality as well as upcoming partnerships or company initiatives. From sustainability efforts to supporting small businesses, these lesser-known tactics may open the doors for more media companies to win new clients even if they don’t have a fashion/style section to contextually target.   

Ads across the web this week

• Tech: Webroot (NYTimes), workday (Fortune), Verizon (Forbes), ServiceNow (Bloomberg), Special Competitive Studies Project (Axios), Google (WSJ), Oracle (WSJ), Nutanix (Forbes)

• Aerospace/Transportation: Boeing (Roll Call), Delta (NYTimes)

• Business/Finance: Oppenheimer (WSJ), Accenture (WSJ, Fortune), Mercury (Axios), Federal Reserve Bank of New York (Axios), US Bank (Puck), Global X (Puck), Bank of America (WSJ), Chase (The New Yorker)

• Healthcare: Kaiser Permanente (Axios)

• Non-Profit: JobsOhio (Forbes), NHTSA (Bloomberg)

• Travel: Go Turkiye (NYTimes)

• Real-Estate: Sothebys Realty (NYTimes)

• ECommerce/Retail: Van Cleef & Arpels (NYTimes, The New Yorker), Rolex (WaPo), Louis Vuitton (Air Mail), Oura (NYTimes), Dior (WSJ), Hermès (The New Yorker), Cartier (NYTimes)

• Entertainment: Effectv (Axios), Hells Kitchen on Broadway (NYTimes), Lempicka (NYTimes), Pratt Institute (NYTimes), Stereophonic Play (NYTimes)

Notable Campaigns 

Oppenheimer ran a HPTO across WSJ on 5/6, promoting general brand awareness around their expertise.

workday ran a HPTO across Fortune on 5/6, promoting general brand awareness on who workday is.

ServiceNow ran a HPTO across Bloomberg on 5/6, promoting the ways they utilize AI to help people work better.

Louis Vuitton is running a week-long HPTO across Air Mail, promoting their Spring-Summer 2024 leather goods.

Oura ran a HPTO across NYTimes on 5/7, with messaging surrounding the lack of health data collected on women and how the smart ring can help.

Bank of America is running a two-day HPTO across WSJ from 5/8-5/9, promoting their financial advisors.

Electronic Payments Coalition is running a HPTO across Axios today, 5/9, promoting their recent study on credit card rewards.

Newsletter Tracker

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 59%, 2% down from last week 💰

New Branded Content

• WSJ: Great Britain & Northern Ireland 

• WaPo: George Mason University

• Fortune: IBM

• Forbes: SAP

Here's a link to the full branded content list

Industry News + Product Launches

• As noted back in February, more media companies are investing in events this year, as Refinery29 is set to take over Beautycon and bring back 29Rooms.

• Business Insider taps into their own AI generated contextual targeting that uses emotion-based signals.

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