Supergoop wants to encourage consumers to use its sunscreen year-round—but there’s no denying that summer is a particularly good time to market sun protection.

That means that in the warmer months, the brand implements an out-of-home advertising strategy that encompasses on-the-ground activations across the country. Supergoop has increased investment in its out-of-home advertising strategy 22% year over year, CMO Britany LeBlanc said, including through pop-up “Sunshine Shacks” that appear in different cities across the US.

The Sunshine Shack, which has been a brand fixture since 2019, gives people the chance to try out and purchase Supergoop products in person with the help of an on-site “SPF Menu” denoting different products for different needs.

“Out-of-home probably is a bigger focus of our strategy in the spring and in the summer just because people are out wanting to interact with us more,” LeBlanc said.

Read the full story here.—JS

Trying to figure out what makes your customers click? Of course you are—that kind of valuable info can make or break your next campaign.

MNTN pulls back the curtain for brands advertising on Connected TV. They’ve got all the attribution deets and context to help you track each customer touchpoint from start to conversion.

So how do they crack the code on performance TV attribution? With MNTN Verified Visits™. Here’s how it works:

• Verified Visits™ validates the source that drove site visits the moment a viewer sees your Connected TV.
• Seamless integration with Google Analytics lets you track Verified Visits™ conversions alongside your other performance channels.
• You’ll always know when MNTN made it happen. If another channel prompted the visit, they won’t take that credit—even if the viewer saw a MNTN-served ad beforehand.

Ready for the inside scoop? Start here.

TikTok made them buy it, but Apple and Google got a piece.

The short-form video app was the leader of in-app purchases in the US, posting about $780 million in app-store revenue in 2022, according to a report from Data.ai.

While TikTok is a free app, users can buy products on TikTok using the credit-card information already stored in app stores (as opposed to inputting payment information directly into the app to make a purchase).

Those kinds of purchases made TikTok the leader in the category, according to the report, ahead of subscription platforms like YouTube, HBO Max (now rebranded to Max), Disney+, and games like Candy Crush and Roblox.

Keep reading here.—RB

Will generative AI replace human jobs or spur economic growth? It’s not that black and white, but new reports reveal some hints about how the job market is responding to the buzzy new technology.

Recent data from Indeed showed that job postings in June related to generative AI grew around 14% year over year. Conversely, a recent Verge investigation detailed how the boom around generative AI has led to an expansion in the use of gig workers to perform the mundane, low-wage tagging work that provides the data to train AI, and “artificial intelligence” was cited as a reason for nearly 4,000 job cuts in May, according to a report from outplacement firm Challenger, Gray & Christmas.

But the numbers aren’t all pointing to long unemployment lines:  A survey of 1,400 business leaders from Upwork found that 64% of C-suite respondents said generative AI will lead them to hire “more professionals of all types.”

Keep reading on Tech Brew.—PK

Hanging by a thread: A guide to the newest Twitter competitor, Meta’s Threads.

Feeling content: Tips for turning blog posts into infographics.

Tale as old as time: What today’s marketers can learn from “David Ogilvy’s advertising wisdom.”

Pull back the curtain: Figure out how (and when) your Connected TV customers travel from each touchpoint to the final conversion with MNTN Verified Visits™. Details here.*

^{*This is sponsored advertising content.}

Executive moves across the industry.

• Diego Scotti, Verizon’s EVP and CMO, who is leaving the company later this year, has been named chair of The Ad Council’s board of directors.
• Sean Tresvant, Taco Bell’s chief brand and strategy officer, will become its CEO starting next year.
• Tara Rush, Audi of America’s CMO, is leaving the automaker.