It’s Tuesday. The global pet economy is expected to reach nearly half a trillion dollars in 2030, a 54% jump from today, according to Bloomberg Intelligence. If you work in influencer marketing, now might be the time to make the switch to petfluencer marketing.
In today’s edition:
—Alyssa Meyers, Andrew Adam Newman
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Francis Scialabba
Ads in audiobooks could soon become a thing.
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Audible is “conducting limited testing” of ads in audiobooks, but declined to share further details with Marketing Brew. Non-members get “ad-supported access to a limited set of Audible titles,” according to a post on Audible’s help page, and can hear up to eight ads in a 24-hour period.
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Spotify has indicated it might make a similar move one day. Last summer, the company closed a deal to buy audiobook distributor Findaway for $119 million, and around that time, former Chief Content Officer Dawn Ostroff said during an investor day that Spotify was “looking at bringing ad monetization into audiobooks,” though it hasn’t announced anything official.
Heather Fain, COO at Malcolm Gladwell’s podcast and audiobook production company Pushkin Industries, told us that “it’s not something we’ve investigated deeply,” but that she’d be “willing to experiment” with ads in Pushkin audiobooks.
Looking ahead: While the potential of audiobook advertising is clearly piquing interest, some who work in the industry would prefer to keep them ad-free since people have already grown accustomed to paying for them.
“It’s a premium, ad-free, transactional environment, full stop, and so I don’t really see the wisdom of changing that into an ad-supported [space] when there’s already a robust ad-supported ecosystem for audio,” Molly Barton, co-founder and CEO of audio entertainment company Realm, told Marketing Brew.
Click here to read the full story.—AM
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TOGETHER WITH HULU AD MANAGER
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Like cookies + milk? Your air fryer + anything? Your morning + the Brew? (heh). Well, streaming TV + audiences are also quite the dynamic duo, with more viewers tuning in than ever before.
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Katie Jansen
Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.
Katie Jansen is CMO of AppLovin, a mobile technology company. She was previously VP of marketing at mobile gaming publisher PlayFirst, which was acquired by Glu in 2014.
Favorite project you’ve worked on? As one of AppLovin’s first employees, the most challenging and gratifying aspect of my role has been leading the development and growth of the marketing function—from the early days as a startup when I was a team of one, to what is now a global public company with a marketing staff of more than 100.
During my past decade as CMO, something I’ve been really proud of is working with my team to build out SparkLabs, AppLovin’s in-house design and creative agency. Today, SparkLabs consists of a group of designers, developers, and gamers who identify creative strategies and utilize data to create impactful ads. It’s been exciting to see the team’s immense growth and scale.
One thing we can’t guess from your LinkedIn profile? I’m in a committed relationship with my Peloton!
What’s your favorite ad campaign? One of my favorite recent examples of influencer marketing used for social good is Lyft’s LyftUp campaign, where the brand partnered with LeBron James’s company, Uninterrupted, to expand bike-share access and equity across the country.
On the B2B side, American Express has done strong work leveraging influencers to appeal to small-business owners. From its #ShopSmallStories original Twitter series for AmEx Canada to the “Love My Store” campaign in partnership with HGTV’s Emily Henderson, the company is a great example of how influencer marketing can be used creatively to appeal to businesses and support social causes.
What’s one marketing-related podcast, social account, or series you’d recommend? Renegade Marketers Unite is a great podcast where innovative marketers share their insights.
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SAVRPak/Novolex
“It breaks our heart when we don’t see delivery done right—like soggy fries,” declared a Domino’s commercial released in February. The spot said Domino’s wouldn’t be introducing fries to its delivery menu, instead introducing Loaded Tots with pizza toppings, which it claimed are still crispy when delivered.
The commercial highlighted a problem all too familiar to restaurants: The beloved french fry can go limp in delivery orders.
But companies are attacking the soggy-fry dilemma, both by developing crispier fries and packaging solutions that keep them that way. And in a world obsessed with french fries, when someone comes up with a solution that really takes hold, glory—and riches—could await.
Keep reading on Retail Brew.—AAN
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TOGETHER WITH HULU AD MANAGER
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Livin’ the stream dream. There’s a new channel in town that’s capturing audiences, and it’s called streaming TV. Hulu Ad Manager, Disney’s self-service platform, can help you score engaged watchers and a wider reach. Get 24/7 access to Hulu inventory with a minimum of only $500 (!!!) per campaign. Start here.
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There are a lot of bad marketing tips out there. These aren’t those.
 : Get up to speed on the retail-centric ad formats Facebook rolled out at ShopTalk.
 : Read up on TikTok’s new Branded Effects tool, designed to help brands work with creators on developing custom AR effects.
 : Check out the newest stats from the global app market via this report from Data.ai.
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Want to enhance your marketing superpowers? The Brief, a one-day marketing summit from Marketing Brew, is back, and we’re bringing in some MAJOR marketing talent.
Greg Hahn, co-founder, and CCO of (award-winning agency) Mischief, is coming to discuss ‘David Vs. Goliath: How Agencies are Faring in the New World Order’ alongside fellow marketing innovators. Greg’s fresh perspective on the agency-client relationship is sure to add to a powerful discussion.
Buy your ticket here.
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Disney is axing its metaverse team as it reduces headcount across the company, per the Wall Street Journal.
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The Foundation to Combat Antisemitism, an organization founded by New England Patriots owner Robert Kraft, is investing $25 million into a national “Stand Up to Jewish Hate” campaign.
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Lyft co-founders Logan Green and John Zimmer, who are respectively serving as CEO and president, are stepping down from the company.
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Peacock added cable programs like MSNBC’s Morning Joe and CNBC’s Squawk Box in a live news programming push.
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Twitter will only display tweets on its For You page from verified accounts that pay a monthly subscription fee beginning April 15, CEO Elon Musk said.
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American confectionery company Tootsie Roll Industries is perhaps best known in the ad world for its iconic TV commercial in which a curious child asks, “How many licks does it take to get to the Tootsie Roll center of a Tootsie Pop?” When did these ads first begin appearing on television?
- 1966
- 1970
- 1982
- 1991
Keep scrolling for the answer.
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Catch up on a few Marketing Brew stories you might have missed.
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B. 1970. And in the years after the original ad debuted, Tootsie Roll Industries says it has received hundreds of thousands of letters from children providing their own answers to the question.
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Written by
Alyssa Meyers, Andrew Adam Newman, and Kelsey Sutton
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