This week we're diving into SaaS companies upping ad spend.

What's 🔥 Right Now

The SaaS push 🏋️‍♀️

• Databricks is running a business stream takeover across WSJ this week, promoting Lakehouse, an analytics and AI product.

• ServiceNow is running ads across The NYTimes this week, promoting their platform for business creators. They’ve been running HPTO’s and RON ads across various sites throughout June, pushing awareness initiatives to new heights.

• Microsoft is running ad across the WSJ this week, promoting their advertising sector, driven by the power of AI.

• Amazon ran a HPTO across Bloomberg, promoting their business manager.

Newsletter rundown

• SentinelOne is sponsoring Politico Cybersecurity, promoting their AI capabilities to defend federal agencies and contractors from cyberattacks.

• Meta is sponsoring Axios AM and Punchbowl News AM, promoting the metaverse.

• Placer.ai is sponsoring Retail Brew, driving readers to their white paper on location analytics.

• Zendesk - AWS is sponsoring Tech Brew, driving readers to their ebook on how AI and IT monetization can help businesses stay ahead of competition.

• C3 AI has a long term sponsorship with Fortune’s Term Sheet, promoting their enterprise data.

The thought: SaaS companies are leaning more and more on media companies to gain awareness around their products. With the race towards AI, and some tech companies flush with cash, takeovers, RON, and newsletters sponsorships allow them to capture users in mass.   

Ads across the web this week

• Tech: Databricks (WSJ), Servicenow (NYTimes), Apple (NYTimes), Microsoft (WSJ), Amazon (Bloomberg)

• Automotive/Transport: Mercedes-Benz (Bloomberg), Toyota (Axios)

• Business/Finance: T. Rowe Price (NYTimes), Citi (Axios), Citizens Bank (NYTimes), FTI Consulting (WSJ), BlackRock (Bloomberg)

• Healthcare: Indivior (WSJ), Evernorth (Forbes), Kaiser Permanente (Axios)

• Real-estate: Corcoran (NYTimes)

• Education: Brandeis (WSJ)

• Non-Profit: NRDC (Politico), Partnership to Fight Chronic Disease (Roll Call)

• Insurance: Travelers (Axios)

• Travel: Visit Lauderdale (NYTimes)

• E-Commerce/Retail: Gucci (New Yorker), Pratt Industries, Inc. (WSJ), BackMarket (NYTimes)

• Entertainment: ABC (Vox), Brooklyn Museum (New Yorker)

Notable Campaigns

Servicenow ran a HPTO across The NYTimes on 6/26, promoting their product as a service.

ABC ran a HPTO across Vox on 6/26, promoting the season premier of The Bachelorette.

Evernorth Health Services ran a HPTO across Forbes this week, promoting their pharmacy, care, and benefit solutions.

Mercedes-Benz ran a HPTO across Bloomberg on 6/26 & 6/27, promoting their electric EQE SUV.

Back Market ran a HPTO across NYTimes on 6/28, promoting their product as a service.

Amazon ran a HPTO across Bloomberg on 6/28, promoting their business sector.

3M ran a HPTO across WashPo today, 6/29, driving to their studio piece on driving sustainability in local Mexico communities.

Newsletter Tracker

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 46%, 17% down from last week 💵

New Branded Content

• Semafor: Verizon

• Axios: At-Bay

• WSJ: Principal, Chrome, Discover, Canali, TSC

• WashPo: 3M, Marriot Bonvoy

• Bloomberg: Ecolab

Here's a link to the full branded content list

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