This week feels like the dog days of summer, but, ad dollars all turn to HPTO’s.

What's 🔥 Right Now

HPTO’s Aren’t…Over

• Apple TV ran a two-day HPTO across WSJ, promoting the new show Bad Monkey. 

• SAP is running a week-long takeover across Forbes, promoting their product as a service, specifically their Cloud ERP.

• Infiniti ran a HPTO across Bloomberg, drawing awareness to their new Qx80 Infiniti.

• Platinum Born is running a week-long HPTO across Air Mail, promoting their Platinum Essential collection.

• Google is running a two-day HPTO across NYTimes, promoting their new Pixel 9 Pro.

• SPDRs ran a HPTO across WSJ, promoting their XLF Financial fund.

• Press Freedom ran a HPTO across WaPo, calling to bring Austin Tice home—as the longest held American journalist.

• AMD ran a HPTO across Fortune as part of their branded content package.

• Evernorth Health Services ran a HPTO across The Atlantic, driving attention to their behavioral health services.

The thought: with August historically being a slower month within media, advertisers are turning to HPTO’s. By taking this big swing in ad spend, companies know that the 100% SOV will reach a wider audience base and drive the brand awareness they’re looking for.  

Notable Campaigns 

Apple TV ran a HPTO across WSJ from 8/12-8/13, promoting the new series Bad Monkey.

SAP is running a week-long HPTO across Forbes, promoting GROW with SAP, a complete offering of solutions to adopt cloud ERP.

Infiniti ran a HPTO across Bloomberg on 8/12, promoting their new Infiniti Qx80.

Platinum Born is running a week-long HPTO across Air Mail, promoting their Platinum Essential collection.

Google ran a two-day HPTO across NYTimes from 8/14-8/15, promoting their Pixel 9 Pro.

SPDRs ran a HPTO across WSJ on 8/14, promoting their XLF Financial fund.

Press Freedom ran a HPTO across WaPo, calling to bring Austin Tice home.

AMD ran a HPTO across Fortune on 8/14, driving to their branded content piece on how they’re advancing data centers.

Evernorth Health Services ran a HPTO across The Atlantic on 8/14, promoting their behavioral health solutions.

Ads across the web this week

• Tech: Google Workspace (WaPo), Crowe (WSJ), Google Pixel (NYTimes)

• Automotive: Infiniti (Bloomberg), Polestar (Puck), Genesis (Semafor)

• Aerospace/Defense: Lockheed Martin (Politico), Boeing (Roll Call), RTX (Axios)

• Business/Finance: Capital One (NYTimes), SAP (Forbes), Goldman Sachs (Axios), SPDRs (WSJ), Zurich (Fortune), Global X (Puck)

• Healthcare: Evernorth Health Services (NYTimes, The Atlantic)

• Non-Profit: Press Freedom (WaPo)

• E-Commerce/Retail: Celine (NYTimes), Skin Ceuticals (NYTimes), Platinum Born (Air Mail)

• Entertainment: Apple TV (WSJ), US Open (NYTimes), Hamilton Musical (NYTimes)

Newsletter Tracker

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 40%, 2% down from last week 💵

New Branded Content

• Axios: Guardant Health & the Undersigned, Knight Foundation

• WSJ: Google, Nvidia, Amplifon, Deloitte

• NYTimes: Capital One

• Quartz: Slack

• Fortune: AMD

Here's a link to the full branded content list

Industry News + Product Launches

• Oliver Darcy has left CNN and started his own independent newsletter, Status—with the first few additions sponsored by Comedy Central, The Daily Upside, and Betterment

• Publishers lean into Reddit to reach new audiences and gain visibility

• Puck is launching a Sports podcast, called The Varsity, set to launch later this month

Thanks for reading 👩‍💻 If you liked this and haven't yet, subscribe and/or share!