AD NETWORKS

Poshmark warns of marketing hit from Apple's ad tracking changes

Poshmark Inc | August 13, 2021

Second-hand retailer Poshmark Inc on Tuesday forecast third-quarter revenue largely below estimates and warned that its marketing efforts were taking a hit from Apple Inc's new privacy controls over digital advertising tracking.

Poshmark's shares slipped 7% in after hours trading, poised to settle more than 25% below its initial public offering price in January.

Apple in April enforced a rule requiring developers to seek permission for gathering data that can be used to track users across other sites and apps. Facebook Inc had criticized the policy, saying it could harm customers.

Poshmark, which relies on social media marketing to draw in shoppers, felt the impact of Apple's new policy late in the second quarter and expects it to continue into the current quarter as well, Chief Executive Officer Manish Chandra told Reuters in a call.

The company forecast third-quarter revenue of $81 million to $83 million, with the mid-point slightly below estimates of $82.4 million.

But Chandra was confident the effects of Apple's policy were only temporary, as Poshmark has been spending heavily on alternatives such as TV ads and tie-ups with celebrities like Marie Kondo.

"It will work itself out as we go through the quarter and the second half, largely because our channels are quite diversified and super adaptable," Chandra said.

Poshmark said revenue rose 22% to $81.8 million in the second quarter, beating Refinitiv IBES estimates of $80.3 million, as it pulled in thrifty young buyers looking for more environmentally sustainable ways to shop for everything from pre-owned T-shirts to high-end boutique dresses.

The Delta variant of the coronavirus was not a major concern for Poshmark in its revenue outlook, Chandra said.

Smaller rival ThredUp Inc's shares rose over 7% on Tuesday after its second-quarter revenue surpassed estimates. It also forecast third-quarter revenue above expectations.

Spotlight

Philip Kotler is the undisputed heavyweight champion of marketing. He's authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world's fourth most influential management guru by the Financial Times; this year, the Wall Street Journal ranked him the sixth best business thinker. Not bad for a man born in 1931 - a child of the Great Depression, now 77 years of age.

Spotlight

Philip Kotler is the undisputed heavyweight champion of marketing. He's authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world's fourth most influential management guru by the Financial Times; this year, the Wall Street Journal ranked him the sixth best business thinker. Not bad for a man born in 1931 - a child of the Great Depression, now 77 years of age.

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SOCIAL MEDIA ADVERTISING

Grove Inc. to Serve Ads in Partnership with Benzinga

Grove Inc | May 13, 2022

Grove Inc. (GRVI), a SaaS ad platform, has announced a partnership with publisher Benzinga to offer programmatic ads and email advertising solutions. Grove Inc. has an array of in-house brands and operates in multiple verticals, such as SaaS programmatic ad technology. It is a division solely dedicated to acquiring high-growth e-commerce brands. Additionally, it sells to numerous consumer markets such as the beauty, pet care, botanical, and functional foods sectors. Through Interactive Offers, Grove Inc.’s programmatic ad division, Benzinga can monetize its emails through programmatic ad units. Publishers like Benzinga need reliable partners that have advertisers looking for high-quality leads and traffic. Interactive Offers has a platform that makes it easy for publishers and advertisers to set up accounts to serve and buy new leads quickly. Benzinga is a one-stop hub for actionable information on capital markets with approximately 25 million readers a month. It is one of the largest online platforms that want to empower a new generation of investors. “The contract with Benzinga further establishes our presence as a desirable SaaS ad tech partner, helping us increase revenue while working with an industry leader in the space.” CEO Allan Marshall According to Grove’s management, the partnership is a step in the right direction to create new revenue opportunities for the company to build strong relationships with new advertisers and publishers.

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AD TECH AND MARTECH

Neustar to Help Marketers Manage and Optimize Their Data Across the Fragmented Advertising Ecosystem

TransUnion, Neustar, Adverity | July 29, 2022

Neustar, a TransUnion company, today announced a partnership with integrated data platform Adverity to enable marketers to easily connect all of their data to help improve their marketing and brand performance. As data-driven marketing grows in complexity, marketers require a holistic data strategy to better optimize marketing spend and improve return on investment (“ROI”). This partnership will enable brands and agencies to better measure marketing performance across disparate online and offline channels inclusive of the walled garden and television ecosystems. It enables Neustar to leverage Adverity Connect’s automated data integrations and data management capabilities for advanced marketing analytics modeling powered by Neustar Optimizer. Neustar Optimizer is a closed-loop marketing optimization and consumer insights platform that enables marketers to improve marketing and brand performance by measuring all consumer activity. Marketers use Neustar Optimizer to make real-time optimizations to marketing mix, media budget allocation, campaign and creative tactics, and audience segments. “Data management is a critical first step in the journey to data-driven marketing,” said Mike Finnerty, SVP Global Services at Neustar, a TransUnion company. “By partnering with Adverity, our clients can now easily organize and structure their marketing data and then use that data for advanced marketing analytics, saving significant time in the process.” “To have such a powerful, shared goal in making data more accessible and usable is really exciting for us,” said Alexander Igelsböck, CEO and Co-Founder of Adverity. “To have such a powerful, shared goal in making data more accessible and usable is really exciting for us,” said Alexander Igelsböck, CEO and Co-Founder of Adverity. “This partnership with Neustar will allow us to continue bringing new and cutting-edge data and analytical capabilities to the marketing industry as we see more and more data growth in the space.” For more information on Neustar’s marketing analytics solutions, please visit: https://www.home.neustar/customer-analytics/unified-marketing-analytics. About TransUnion (NYSE: TRU) TransUnion is a global information and insights company that makes trust possible in the modern economy. We do this by providing an actionable picture of each person so they can be reliably represented in the marketplace. As a result, businesses and consumers can transact with confidence and achieve great things. We call this Information for Good®. A leading presence in more than 30 countries across five continents, TransUnion provides solutions that help create economic opportunity, great experiences, and personal empowerment for hundreds of millions of people. https://www.transunion.com About Neustar Neustar, Inc., a TransUnion company, is a leader in identity resolution providing the data and technology that enable trusted connections between companies and people at the moments that matter most. Neustar offers industry-leading solutions in marketing, risk and communications that responsibly connect data on people, devices and locations, continuously corroborated through billions of transactions. Learn how your company can benefit from the power of trusted connections. Home.neustar About Adverity Adverity is a leading integrated data platform for marketers that enables businesses to make insights-driven decisions, faster and easier. By automating connectivity from hundreds of data sources and destinations, Adverity's platform transforms data to deliver a single view of marketing and sales performance, reducing the complexity in demonstrating marketing effectiveness and return on investment across online and offline channels. https://www.adverity.com

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ADVERTISER CAMPAIGN MANAGEMENT

Hilton Introduces First Global Brand Platform “Hilton. For the Stay” Putting the Hotels Back into Hotel Marketing

Hilton | July 26, 2022

Hilton is shaking up hotel marketing and advertising with the announcement of its first global brand platform that identifies what has been missing from hotel marketing – the hotel stay. “Hilton. For the Stay” places the hotel front and center, elevating the role and importance of the stay at a time when lodging advertising is a sea of sameness, featuring overused destinations, cliché walks on the beach and generic descriptions of travel. Hilton is debuting “It Matters Where You Stay,” a new advertising campaign to introduce the platform, using humor to push against some of the common but unspoken pitfalls of travel, boldly poking fun at what can go wrong when booking or on a trip. The campaign also features the multi-faceted businesswoman and philanthropist Paris Hilton, who grew up living in and staying in numerous Hilton hotels across the world, which gave her a unique exposure to the hotel business early on. Her role in the campaign is inspired in part by the legacy of her family, whose belief in the power of travel and the hotel stay to connect people and cultures continues to motivate Hilton Team Members around the world today. In addition to Paris, renowned actor Catherine O’Hara lends her voice to the campaign, with TV commercials first airing in the U.S. on July 25 and audio rolling out shortly thereafter. “Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton,” said Mark Weinstein, Chief Marketing Officer, Hilton. “Today, as we make company history with Hilton’s first brand platform, we’re reminding guests that at the heart of a great trip is a great stay and that it’s just different when that stay is with Hilton,” said Mark Weinstein, Chief Marketing Officer, Hilton. “As we enter this next era of travel, it has never been more important to consider where you stay – and Hilton is uniquely committed to making sure your stay is everything you need it to be.” Hilton and TBWA\Chiat\Day New York, Hilton’s agency since 2017, used TBWA’s Disruption methodology to architect the bold new vision, born from the insight the hospitality industry has become almost entirely focused on the destination, not the stay itself. Consumer research uncovered “the Stay,” and being cared for, are the crucial elements that can make or break any trip. So, Hilton is doubling down on its new brand platform to prove to its guests that truly, “it matters where you stay.” The platform will permeate nearly every consumer touchpoint, from broad-reaching consumer advertising through the travel planning process and the guests’ stay with Hilton, as well as post-stay. “With ‘Hilton. For the Stay,’ we are more fully connecting our external customer marketing to our purpose – staking our rightful claim that Hilton owns the Stay,” said Weinstein. “The idea of the Stay was incredibly natural to Hilton, and yet no one else was talking about it. As others tout the generic virtues of travel, minimize the role of the hotel and the hotel team members, and romanticize the destination, through our platform and the campaign it inspires, we’re reminding travelers that ‘It Matters Where You Stay’ and boldly affirming ‘Hilton. For the Stay.’” “IT MATTERS WHERE YOU STAY” CAMPAIGN The advertising creative has a fun, relatable tone in which Hilton breaks from the formulaic approach seen across the industry, highlighting the benefits Hilton offers to make guests feel cared for – from amazing service and pet-friendly travel to the choices available in the Hilton Honors app to skip the front desk and personalize your stay, to Confirmed Connecting Rooms by Hilton and more. In one of the featured TV spots, “Haunted,” the brand pokes fun at what can go wrong when booking a vacation rental – depicting a family showing up to a hilariously creepy property that wasn’t exactly as advertised. “Confirmed Together” zeroes in on a unique Hilton feature that addresses a very real pain point of family travel, the importance of securing connected rooms at the time of booking. And in “Extra Storage,” Paris Hilton has an innovative solution for her extra luggage. The campaign includes television, audio, social media, print, out of home, spanning 13 commercials and bespoke social executions. It will launch first in the U.S. followed closely by the U.K. and select Asia-Pacific and Middle East markets. Hilton tapped a world-class creative team to bring this global campaign to life, including A-list commercial director Matt Aselton of Arts & Sciences. To extend the brand platform, Hilton will lean into social media, experiential and influencers. Across Facebook, Instagram, TikTok and Twitter, Hilton will engage in an already robust conversation around travel and trip disasters by helping travelers have a better stay – whether planning for a future trip or helping rescue a trip that has gone off the rails. Hilton has also partnered with familiar voices on social media to bring “Hilton. For the Stay” to life. “In developing the campaign, we were inspired by showing the realness of travel; the tensions, the hardships, the too-high expectations. It goes against convention in the hospitality category and it’s an exciting space for the brand to own,” said Amy Ferguson, Chief Creative Officer, TBWA\Chiat\Day New York. For more than 100 years, Hilton has been a pioneer in the hospitality industry, and that has never been more evident than the past two years. “Hilton. For the Stay” encompasses the brand’s world-class hospitality; from innovations such as Digital Key Share, Confirmed Connecting Rooms, early confirmation of upgraded rooms for Hilton Honors members and through thoughtful service, proving out that it matters where you stay. More information on “Hilton. For the Stay” and “It Matters Where You Stay” is available at Stories.Hilton.com/ForTheStay. To start planning for future stays and earn exclusive perks, visit Hilton.com and sign up for Hilton Honors – it’s free and easy to join. About Hilton Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising nearly 6,900 properties and nearly 1.1 million rooms, in 122 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune's 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 133 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.

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