This might make the TSA think twice before throwing out all those confiscated water bottles.

From today through January 9, the Washington Post is running a campaign called “This is Climate” to promote the expansion of its climate coverage, which has involved “more than doubling its staff,” as the outlet noted last month, among other changes, like rolling out new columns. Over the past few years, several publishers, including Bloomberg, have made moves to boost their coverage of the climate crisis.

Details: OOH placements will be positioned at LAX, Sea-Tac, and San Diego airports, with the LAX installation taking up nine screens in one terminal, per the Post’s communications director Molly Gannon Conway.

• Perrin Lawrence, head of brand and consumer marketing at the Post, told us the campaign will also feature organic posts on Instagram and TikTok from influencers like surfer Alana Blanchard and forager Alexis Nikole, as well as paid promotion across social channels.
• The Post also held a “This is Climate” event series leading up to today’s announcement.

“The first splash of this campaign [is] focused on presenting this new breadth of content, sort of explaining it as a package,” Lawrence told us, adding that the plan is to “follow that with a strong undercurrent of straight content promotion so people can see the actual articles, see who’s writing, and hopefully form a habit with it.”

Keep reading here.—KH

Another day, another platform on which advertisers can spend their money.

Disney+’s much-anticipated ad-supported tier officially rolled out Thursday, bringing more premium video inventory to the marketplace in the crucial fourth quarter. The tier, which starts at $7.99 a month, already has more than 100 brands across all major categories advertising on the service, the company disclosed in a release.

Brands that Marketing Brew spotted on the ad-supported tier, called Disney+ Basic, included auto brands Mercedes, Cadillac, and Toyota, entertainment brands Nintendo Switch and Lego, travel brands Carnival and IHG Hotels, food brands Panera, Starbucks, and Eggland’s Best, and others like Macy’s, SleepNumber, DoorDash, The General, and an asthma medication. Oh, and Walt Disney World.

The usual suspects: Like Netflix’s ad-supported tier that debuted last month, the ad experience on Disney+ Basic at launch included the standard 15-, 30-, and 45-second ads that run either before programming starts or during scene breaks. In the pilot episode of Star Wars series Andor, two 15-second pre-roll ads ran before the episode played, and the 42-minute episode included two minute-long ad breaks.

The pilot episode of Marvel’s She-Hulk had a similar viewing experience, with two ad breaks in the 38-minute episode and a one-minute long pre-roll ad.

Lower and lower: Disney+ executives had previously promised no more than four minutes of ads per hour, and the platform has so far delivered: After four minutes of ads were viewed, the platform began to skip clean through the designated ad breaks spaced out on the Pixar original film Ratatouille. That’s somewhat expected: Streaming services have been fighting to keep ad loads ultra-low in an effort to keep fickle and possibly ad-averse customers coming back to their services.

Cough it up: As the ad-supported tier rolls out, ad-free viewing across the Disney streaming portfolio is also becoming more expensive. Continuing to view ad-free on Disney+ will cost viewers an additional $3 a month, the company previously announced.—KS

2022 is almost over. For marketers, some things have changed (like Twitter’s ownership), while other things haven’t (the third-party cookie is still alive and well).

Of course, trends, buzzwords, and jargon were thrown around throughout the year, some holding more weight than others.

Now we want to hear from you: Take our survey to let us know what you think was overhyped this year in the marketing industry and what was overlooked. Will BeReal stand the test of time? Can brands hack it in the metaverse? Is virtual product placement really going to be a thing?

We’ll post the results next week.

There are a lot of bad marketing tips out there. These aren’t those.

Slice of life: How Pizza Hut drove sales using a diversified marketing strategy.

Leave a message: Some stats about WeChat, one of the most popular messaging apps in the world.

Baby steps: Get your brand started on TikTok with these five tips.

Are you wondering what targeting innovations are coming to replace the third-party cookie? Check out this Marketing Brew report, which explores a new tool that would give publishers more control over how their audiences are bought and sold.

Read or listen to this insightful resource here.

• P&G will run a Super Bowl commercial for its Downy brand and has started teasing the campaign with a “skeptical celebrity.”
• Disney is eschewing a traditional marketing blitz for Avatar: The Way of Water.
• Retailers are turning their stores into distribution centers to help with fulfillment and delivery.
• Tumblr is pitching itself as a “welcome throwback to the early internet,” according to the Wall Street Journal.

Snap poll: Do you think brands should be on Tumblr?

Lol no
Why not?

Catch up on a few Marketing Brew stories you might have missed.

• Many people are struggling with inflation. Should brands address it in ads?
• Only the Super Bowl beats Turkey Day viewing
• FTC is reportedly investigating crypto firms over allegations of misleading ads