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Yahoo
a day ago
- Business
- Yahoo
WPP Media, Criteo partner to bring more performance to CTV advertising
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Dive Brief: WPP Media is bringing more commerce media data to connected TV (CTV) ad buying through a new pact with Criteo, according to a press release. The two are offering advertisers curated Deal IDs that are supported by Criteo's Commerce Grid and can be activated on any demand-side platform (DSP). Criteo's data signals, estimated to represent over $1 trillion in annual e-commerce sales, will be enhanced with WPP Media's artificial intelligence-powered Open Intelligence solution to create shopper audiences. The goal is to realize the same degree of precision and measurement that's available in digital in a premium CTV environment carrying broad audience reach. Roku, Samsung and Scripps piloted the offering that looks to inject more performance into CTV advertising by activating its potential to reach shoppers. Dive Insight: WPP Media and Criteo are uniting as commerce media and CTV continue to converge. The partnership weds Criteo's supply-side platform (SSP), Commerce Grid, and rich set of data signals with WPP Media's supplier network and Open Intelligence, an AI-powered 'large marketing model' that is designed to predict audience behavior and market performance. CTV and commerce media have been moving closer together as advertisers try to generate more concrete outcomes, such as driving foot traffic and sales, from a channel that's traditionally leveraged for mass reach and brand awareness. The news sees two titans in their respective categories working together to meet that client demand while CTV soars. U.S. ad spending on the channel is expected by eMarketer to grow 16.8% in 2025 to reach $33.48 billion. WPP Media is the world's largest ad-buying agency and Criteo wields a wide view into commerce media, with data signals drawn from 17,000 e-commerce sites, 200 global retailers and a range of open web publishers. Key to the partnership is Criteo's Commerce Grid, billed as the world's first commerce-oriented SSP. WPP Media launched Open Intelligence in June, shortly following its rebrand from GroupM, as a way to push past conventional ID-based targeting. WPP Open assesses factors including geographical, commercial and behavioral data to create custom AI models, which can be further souped up using the client's own data sets. Advertisers taking advantage of the pact can deploy the two companies' Deal IDs on the DSP of their choice. The solution has already been piloted by top industry players, including Roku, which leads the CTV device market in the U.S. 'This partnership is about more than better targeting. It's about giving brands the ability to reach broad audiences with the same level of precision and measurability they expect from digital,' said Joseph Meehan, general manager, global commerce supply at Criteo, in a press statement. 'By combining the unique strengths of each company into one streamlined solution, we're giving brands a smarter way to activate high-intent audiences and transform CTV into a true performance channel.' Recommended Reading WPP Media launches AI-driven tool to push beyond ID-based targeting Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Hindustan Times
7 days ago
- Business
- Hindustan Times
How Sydney Sweeney earned a jeans brand $400 million in a day: Behind the insane American Eagle rally
If there was any doubt regarding the power of celebrity endorsement, Sydney Sweeney has dispelled that twice this year. First time was when she managed to get a company to sell her bathwater as soap (and boy did the product fly off the shelves). This time around, it was more conventional. The young actor came on board as an ambassador for American Eagle, an apparel brand, as they launched their new line of denim. The result was a stock market rally so insane that American Eagle became a $2-billion company overnight. Sydney Sweeney's involvement with American Eagle's new campaign has been a boon for the company. Sydney Sweeney's American Eagle collab On Wednesday, American Eagle announced that they had roped in Euphoria star Sydney Sweeney for its fall campaign. Titled 'Sydney Sweeney Has Great Jeans,' the push is not just cheeky wordplay. It marked the retailer's most expensive campaign so far, landing right before the critical back-to-school shopping rush. American Eagle CMO Craig Brommers told Marketing Dive, 'This is our Super Bowl.' American Eagle's stock prices soar As soon as the announcement was made on Wednesday, the excitement spilled over from social media to the stock market. A day-long stock rally for American Eagle Outfitters Inc. at the NYSE saw the share price of the retailer rise by a stupendous 17.65%. It went from just over $10 to almost $12 by the time the market closed. This took American Eagle's market cap beyond $2 billion for the first time in months. Trade estimates stated that the company earned over $400 million in valuation in the course of a single day. And at the back of it was the Sydney Sweeney-led campaign. Of course, the company and the market saw a reality check on Thursday as the share price dipped by 4% to settle at $11.52. However, American Eagle's market cap is still above what it was on Tuesday, and by hundreds of millions of dollars. American Eagle's campaign with Sydney Sweeney As per Marketing Dive, the campaign stretches across just about every platform imaginable. There is a 3D billboard in Times Square featuring Sweeney waving to pedestrians in head-to-toe denim. In Las Vegas, a 360-degree video display at the Sphere gives the star even more screen time. On Snapchat, fans can try on jeans virtually through a new AI-powered feature. Sydney has helped design a limited-edition pair of jeans for the line, called The Sydney Jean. They are styled by her longtime collaborator Molly Dickson.
Hindustan Times
23-07-2025
- Entertainment
- Hindustan Times
American Eagle teams up with Sydney Sweeney for its most expensive campaign yet. Here's why
American Eagle has pulled out all the stops for its fall campaign, and they have brought Sydney Sweeney along for the ride. Titled 'Sydney Sweeney Has Great Jeans,' the push is not just cheeky wordplay. It marks the retailer's most expensive campaign so far, landing right before the critical back-to-school shopping rush. 'This is our Super Bowl,' American Eagle CMO Craig Brommers told Marketing Dive, referring to the denim boom that typically comes with the season. Sydney Sweeney poses for photographers upon arrival at the premiere of the film 'Echo Valley' on Tuesday, June 10, 2025, in London(Scott A Garfitt/Invision/AP) 'To be able to partner with Sweeney on this is saying something, and it is saying something in what has been a trickier retail environment this year, that American Eagle is still placing big bets," he added. The move signals confidence during uncertain times, with the brand reaffirming its status as a denim heavyweight for Gen Z buyers. Also read: Sydney Sweeney launches lingerie line with Jeff Bezos' support, here are 5 celebs who did it first American Eagle's campaign with Sydney Sweeney As per Marketing Dive, the campaign stretches across just about every platform imaginable. There is a 3D billboard in Times Square featuring Sweeney waving to pedestrians in head-to-toe denim. In Las Vegas, a 360-degree video display at the Sphere gives the star even more screen time. On Snapchat, fans can try on jeans virtually through a new AI-powered feature. Wild postings in New York kicked off the buzz last week. They teased the phrase 'Sydney Sweeney Has Great Genes' with no logo in sight - a quiet nod to the brand's roots. That changed today, as lookalikes swapped out the word 'genes' for 'jeans' and added branding in real time. The goal was to catch attention and keep American Eagle front of mind during one of retail's noisiest periods. Also read: 'Only 007 movie I'll never watch': Sydney Sweeney potentially landing Bond girl gig has the internet up in arms Sydney Sweeney's custom jeans Sweeney did not just show up for the shoot. The Euphoria star helped design a limited-edition pair of jeans for the line, called The Sydney Jean. Styling came courtesy of her longtime collaborator Molly Dickson, adding polish and edge to the looks, reports Marketing Dive. 'Sydney has shown that there's not a red carpet, there's not a premiere, there is not a cultural event that she doesn't stand out at. And we want our jeans to also play that role,' Brommers said. With high-visibility placements rolling out across New York, Los Angeles, Boston, Chicago, and beyond - plus full bus wraps around NYC - American Eagle is banking on Sweeney's star power to cut through the clutter. FAQs: 1. What is the name of American Eagle's fall campaign with Sydney Sweeney? It is called 'Sydney Sweeney Has Great Jeans.' 2. What makes this campaign different from previous ones? It is American Eagle's most expensive campaign ever, with major activations and custom jeans. 3. Where can you see the campaign's billboards? In Times Square, Las Vegas Sphere, and cities like L.A., Chicago, Boston, and New York. 4. Did Sydney Sweeney help design any product? Yes, she co-created a limited-edition item called The Sydney Jean. 5. Why did American Eagle choose Sydney Sweeney? The brand sees her as a standout cultural figure who resonates with Gen Z.
Yahoo
23-07-2025
- Business
- Yahoo
Coca-Cola leaned on marketing to navigate choppy economic waters in Q2
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Dive Brief: Coca-Cola saw organic revenue grow 5% in Q2 despite global unit case volume declining by 1%, per an earnings report. The company still expects to deliver 5% to 6% organic revenue growth this year. Marketing campaigns were cited by executives as contributing to the growth of different brands, including original Coca-Cola, Coca‑Cola Zero Sugar and Diet Coke. The beverage maker is navigating a volatile global economy and recently announced plans to use U.S. cane sugar in its signature beverage, a change first announced by President Donald Trump. Dive Insight: Coca-Cola's Q2 earnings, which beat Wall Street's expectations, demonstrate how the CPG giant is driving growth despite facing different challenges around the globe. The company's organic growth rate is in line with its guidance for the full year even as volumes soften. '[While] the external environment continues to be dynamic, and there is no doubt that much uncertainty remains in the downhill, we remain growth-orientated,' said CEO James Quincey on a call discussing the results with investors. 'We're continuing to pivot our plans as needed, and we are harnessing our all-weather strategy to deliver on our growth ambitions.' Part of that 'all-weather strategy' rests on marketing, which executives cited as bolstering a number of brands during the quarter. The company used contextually relevant advertising to push messages of value and affordability in Q2, and saw volume growth for Coca-Cola Zero Sugar, Diet Coke, Fanta, Fairlife, Bodyarmor and Powerade. A relaunch of the 'Share a Coke' campaign was activated on more than 10 billion bottles and cans in more than 120 countries and included over 30,000 names tailored to local markets. The effort contributed to single-serve transaction growth in the category and helped Coca-Cola Zero Sugar see double-digit volume growth for the fourth consecutive quarter. Meanwhile, Diet Coke's 'This is My Taste' campaign, which was inspired by social media insights, contributed to the product's fourth consecutive quarter of volume growth in North America. Coca-Cola's marketing was also a source of productivity-related savings that improved the company's margins. The marketing transformation that the company has undertaken for the last few years is finding not just effectiveness via digital and segmented advertising, but also efficiencies in advertising production and media buying, Quincey explained. 'They're going to need to make investments in different areas of the company to drive future sales, but they also like to get productivity enhancements to offset some of those investments so… they can grow the top line and improve margins,' said Dave Novosel, senior bond analyst Gimme Credit. 'The fact that they've been able to do both is encouraging… The advertising productivity is a big part of that.' Coca-Cola's marketing transformation has also helped the company quickly test ideas, share learnings and scale campaigns across its portfolio. To that point, the company saw consumer perception improve significantly in Mexico as it launched initiatives like its 'Juntos Posen' campaign and an activation around the World Cup. The use of targeted, contextual advertising also helped Coca-Cola push back on claims about how its product is made that have dogged the company in several markets and demographics. The company also made official plans to expand its flagship product with an offering made with U.S. cane sugar as a way to offer consumers more choices. The plan was first announced last week by President Trump. 'As you may have seen last week, we appreciate the President's enthusiasm for our Coca-Cola brand,' Quincey said on the earnings call. Recommended Reading How Coca-Cola's marketing transformation led to new Smartwater campaign
Yahoo
09-07-2025
- Business
- Yahoo
How marketers can respond with empathy to consumer tariff shocks
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. As the state of tariffs remains in flux, analysts are warning that marketers need to be prepared to respond to a 'one-two punch' scenario regarding U.S. consumer sentiment. With the economy poised for further bumpiness ahead of the recently extended Aug. 1 deadline for negotiating trade agreements, a consistent message around value and communicating a sense of empathy could be crucial to maintaining brand trust. U.S. shoppers aren't feeling great so far in 2025, with 70% making 'significant' changes to their everyday habits, such as cooking more at home or purchasing smaller package sizes of fast-moving goods, according to Gartner research exclusively shared with Marketing Dive. More are adopting savings behaviors typical to recessionary periods, such as paying down debt, while holding off on big-ticket items like cars and travel. That said, people — particularly affluent consumers — are more or less consistent in their spending patterns, preserving a sense of normalcy despite the souring mood. That picture could change if the ripple effects from tariffs, such as price hikes and product shortages, come into clearer focus in the second half. 'Right now, we're still in an attitudes and fears and anticipation space that's driving behavior, and then a reality on the ground is going to shift, and that's going to change behavior as well,' said Kate Muhl, a Gartner analyst specializing in cultural and consumer insights. 'I don't think a lot of CMOs that I'm seeing are making a lot of changes yet. I think they've got to get ready though because of this one-two punch I'm describing.' Gartner recommended that marketers revisit how they tackled the Great Recession to steel themselves for tariff tumult. Feelings of job security are low, especially among young consumers, a gloomy echo of the aftershocks of the 2008 financial crisis. The business of marketing has changed considerably in the past 15-plus years, with more brands going digital-first. Adding to the complexity is the recent evolution of artificial intelligence. Given that, marketers should focus less on dusting off media plans from the late aughts and more on areas like brand positioning. 'I would say take a look at what you emphasize in your brand values, how you express that to consumers and [which] of those kinds of things were successful for you in 2008, because the conditions — the cultural conditions — are going to be similar,' said Muhl. The current environment also bears some key distinctions from the inflationary one that's dogged the industry in recent years, according to Muhl. Consumers are less likely to blame individual brands for a broad downturn, and many have high awareness of U.S. trade policy, with 59% holding a negative view of tariffs and 57% expressing pessimism around the economy, per Gartner. Pessimism could snowball into alarmism if store shelves start to thin out in the months ahead, a destabilizing image that led to some of the bigger freak outs in the early days of the pandemic. The prospect of empty shelves could hardly arrive at a worse time, as many industries, including retail, prepare for the key back-to-school and holiday shopping windows. 'In certain categories, that may well become part of the reality soon, starting roughly in the fall and thinking about the holidays ahead,' said Muhl. 'That will potentially exacerbate a lot of the other emotions that people are having about these big shifts in trade.' Different product categories will experience varying degrees of impact from tariffs, and some may reap more benefits than others. Smaller companies and disruptor brands could be more agile and transparent in responding to shifting levies, as well as being firmer in their commitments to consumers. Outdoor footwear brand Keen, which was among those highlighted by Gartner, has pledged to instate no tariff price increases in 2025, the type of stability fatigued consumers are craving. Kitchen waste disposal maker Lomi and swimwear brand Triangl are practicing what Gartner dubbed 'practical transparency,' providing detailed responses to how tariffs will affect their businesses in the form of FAQ pages and disclaimers in online shopping carts. Such initiatives can be more difficult for sprawling multinational companies to manage, but there are other ways to offset the coming blows. For example, if a single brand or product line is highly exposed to tariffs, costs could be spread around the portfolio to lessen the burden and prevent jarring price hikes. Across the board, brands will need to build 'permission structures' that demonstrate value beyond price to convince wary consumers, per Muhl. Hyundai's Assurance Program, first launched in 2009, is a model of how even high-consideration categories can approach marketing amid uncertainty. The program, a first of its kind for automotive, allowed car buyers to return their new vehicle if they lost their job due to the recession. Hyundai brought back the concept in 2020 in response to the pandemic. 'It's going to be about expressing, for the right kind of product and category, a kind of empathy with the pressure consumers are feeling, and alternately, finding ways to show how buying your product or buying with your brand is not a high-risk situation,' said Muhl. 'An empathetic position, it seems counterintuitive at a time when everybody's so price-driven. It's actually, I think, an important way to try to work back to a place of developing trust,' she added. Some brands are also boasting more of their made-in-the-U.S. bona fides to differentiate from rivals that are more reliant on global suppliers and therefore prone to price increases. A growing share of consumers do not find patriotism appealing, however. Four in 10 consumers anticipate buying more goods made in the U.S. in the coming months, whether it's due to patriotism, cost effectiveness or simply because there will be fewer alternatives, Gartner found. Brands that can effectively run an American-made strategy may want to look into doing so as a contingency plan depending on how the market shifts, according to Gartner. 'A phrase like 'Made in America' has always been kind of loaded, but it's even more so today, especially as consumers start to wonder about how the tariffs are going to impact prices,' said Muhl. As usual, consistency is key when approaching brand purpose. Consumers have grown taxed by companies jumping on hot-button issues of the day, but they're also put off by those that are as quick to abandon their values in the face of headwinds. 'Now is not the time to change tack and begin to tell a new brand story or redefine a company's values,' reads the Gartner report. Staying committed to a particular positioning or tactic can feel daunting given how chaotic the implementation of tariffs has been so far, with steep levies imposed and then adjusted or paused virtually overnight (on Monday, President Donald Trump pushed the deadline for finalizing agreements with the U.S. from July 9 to Aug. 1 while threatening even steeper tariffs on certain countries). It's important for marketers to remember that, regardless of the final percentages attached to the levies, consumers feel adrift and will appreciate brands that can bring a sense of clarity and calm to the storm — not to mention an ease on the wallet. 'Whatever happens on July 9 or around it, uncertainty has been unleashed into the system,' said Muhl, referencing the original tariff deadline. Recommended Reading How CMOs can stay reactive as Trump tariff chaos threatens budgets
