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The Media Tracker: Tech companies hit the gas on ad dollars

The Media Tracker: Tech companies hit the gas on ad dollars

There's no slow down in ad spend for most tech companies, promoting their cloud technology to security enhancements

April 13, 2023

The Media Tracker

This week we're diving into tech companies that are still hitting the gas on ad dollars.

What's 🔥 Right Now

Full speed ahead

Uber is running a NY DMA campaign across Politico promoting the benefits of being a driver.
Google ran a HPTO on Bloomberg this week, promoting Google Ads as a service. They're also sponsoring The Leaders project with Punchbowl News and a 3 part studio series with The WSJ on their Chrome enterprise.
Android is running ads across Bloomberg this week, promoting the Android Enterprise, meant to increase productivity for employees.
HPE ran a HPTO across The WSJ this week as they continue to push ad dollars into promoting their GreenLake edge-to-cloud platform.
SentinelOne is running ads across The WSJ, promoting their secure cloud.
Microsoft is running ads across Axios, promoting their "2023 State of Cloud Permissions Risks Report."
Dell is running a branded content series with Fortune touching on a number stories where their cloud has enhanced efficiencies.
Cisco is running ads across CNN, promoting their secure network and launched a studio piece with Politico, touching on their efforts to expand access to digital skills.

Newsletter rundown

TikTok is sponsoring Axios PM, and sponsored The Hill's 12:30 Report, Punchbowl A.M., Axios Login, and Politico Digital Future Daily last week. Their circulating through newsletters read by policy makers focusing on their data security efforts.
Microsoft sponsored a few days of Tech Brew this week, promoting their upcoming Summit.
HPE sponsored a day of Quartz Daily Brief, promoting their GreenLake cloud technology.

The thought: while some big tech companies are pulling back in ad spend (looking at you, Meta), others are full speed ahead, using takeovers, newsletter sponsorships, and studio pieces to get in front of top C-Suite audiences.

Ads across the web this week

Energy: Tellurian (WSJ), Equinor (WashPo, NYTimes), The Climate Pledge (Vox), Watershed (The Atlantic)
Tech: Uber (Politico), Google (Bloomberg), Android (Bloomberg), HPE (WSJ), SentinelOne (WSJ), ServiceNow (Forbes), Microsoft Security (Axios), Cisco (CNN)
Automotive: Volvo (Vox)
Business/Finance: Vanguard (NYTimes), Deloitte (Axios), BDO (Quartz), CapitalOne (Forbes), Vanguard (Forbes), CIBC (Axios), AcreTrader (Axios), Gallup (Axios)
Healthcare: National Jewish Health (NYTimes), Kaiser Permanente (Axios), Alkermes, Inc. (WSJ)
Non-Profit: Seneca Nation of Indians (Politico)
Travel: New Murabba (NYTimes)
E-Commerce/Retail: Pratt Industries, Inc. (WSJ), Van Cleef & Arpels (WSJ), Roche-bobois (WSJ), Saks (NYTimes), Amazon Publishing (NYTimes), Dom Perignon (WSJ)
Entertainment: Hulu (New Yorker), HBO (Vox), Prima Facie Play (NYTimes), Amazon Prime (Vox), Warner Media (NYTimes)

Notable Campaigns

Tellurian ad on WSJ

Tellurian is running a Markets stream takeover across WSJ this week, bringing awareness to their natural gas initiative. They ran a Politics stream takeover last week on Politico.

Watershed ad on The Atlantic

Watershed ran a HPTO across The Atlantic on 4/11, focusing on their enterprise climate platform.

Google ad on Bloomberg

Google ran a HPTO across Bloomberg on 4/11, promoting Google Ads.

HPE ad on WSJ

HPE ran a HPTO across The WSJ on 4/12, promoting their GreenLake cloud based technology.

CIBC ad on Axios

CIBC ran a HPTO across Axios on 4/12, promoting their Innovation Economy series on how entrepreneurs scaled their business with CIBC as their growth capital partner.