The Media Tracker: New month, new takeovers

June's starting off strong as ad dollars heavy up towards HPTO's

Author

Melanie Singer
June 08, 2023

The Media Tracker

This week HPTO’s are taking off into the new month, driving company initiatives and ad spend.

What's 🔥 Right Now

The HPTO kickoff

  • US Open ran a HPTO across NYTimes, drawing awareness towards the first available day to purchase tickets.

  • AT&T Business ran a 2 day HPTO across WashPo, promoting their 5G network and why customers choose AT&T for expert guidance.

  • American Express is running a HPTO across Forbes this week, promoting their Small Business hub and resources.

  • PwC ran a HPTO across Fortune, highlighting their New Equation and the path to problem solving.

  • Google ran a 2 day HPTO across Axios, touching on their privacy and protection capabilities against cyberattacks.

  • Synack is running a week long HPTO across Puck, promoting their business as a service in security testing.

  • PhRMA ran a HPTO across Politico, touching on the need to hold PBMs accountable.

  • Algolia ran a 2 day HPTO across WSJ, promoting their AI search platform.

  • Citi ran a HPTO across The New Yorker, promoting their institutional client groups and how they help these business achieve their goals.

  • Samsung ran a HPTO across Fortune, promoting their new TV.

  • AHCA ran a HPTO across Axios, building awareness towards the federal staffing mandate for nursing homes.

  • Evernorth Health Services ran a HPTO across Axios, promoting their initiative to expand access to health care in rural areas.

The thought: with HPTO’s garnering 100% SOV, companies are able to blast their messaging out to readers. This ad buy proves it’s value in strong brand awareness despite being tied to a hefty price tag.   

Notable Campaigns

US Open ad on NYTimes

US Open ran a HPTO across NYTimes on 6/5, promoting the event and for the audience to purchase tickets.

AT&T Business ad on WashPo

AT&T Business ran a HPTO across WashPo on 6/5 & 6/6, drawing awareness towards their reliable 5G network.

American Express ad on Forbes

American Express is running a HPTO across Forbes this week, promoting their Shop Small resources hub.

PwC ad on Fortune

PwC ran a HPTO across Fortune on 6/5, promoting their ‘New Equation’ behind their solution based technology.

Google ad on Axios

Google ran a HPTO across Axios on 6/5 & 6/7, promoting their advanced security protections.

Synack ad on Puck

Synack is running a HPTO across Puck this week, promoting their security capabilities.

PhRMA ad on Politico

PhRMA ran a HPTO across Politico on 6/6, touching on the need to lower costs for patients and hold middlemen accountable.

Algolia ad on WSJ

Algolia ran a HPTO across WSJ on 6/6 & 6/7, promoting their AI search platform.

Citi ad on The New Yorker

Citi ran a HPTO across The New Yorker on 6/6, touching on how they’ve helped numerous businesses achieve their goals.

Samsung ad on Fortune

Samsung ran a HPTO across Fortune on 6/6, promoting their NeoQLED 8K TV.

AHCA ad on Axios

AHCA ran a HPTO across Axios on 6/6, drawing attention to the federal staffing mandate that would reduce access to care.

Evernorth Health Services ad on Axios

Evernorth Health Services is running a HPTO across Axios today, 6/8, driving awareness towards expanding access to health care in rural areas.

Ads across the web this week

Newsletter Tracker

Citi sponsorship on Politico Nightly

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 57%, 33% up from last week 💸

New Branded Content

Southern Company studio piece on WashPo

Here's a link to the full branded content list

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