Introduction to intra-package advertising. About four months ago, a few things happened in a short period of time. There began early conversations around Facebook and Google’s privacy shortcomings, marketers began discussing ever-increasing top funnel advertising costs, and I began thinking through methods for vertical brands to offset their growing logistical costs. To solve for all three, I proposed a simple solution to a few high-volume, brand equitable retail startups: offer promotional space within your existing packaging to a like-minded brand. Add value to a buyer’s unboxing experience.
The Member Briefing is committed to candidly and objectively discussing the work. That being said, we are kicking off the sixth member briefing with a few things that you’ll rarely hear in public. Here is a Q1 recap of movements made in the publisher / commerce space. Namely, Barstool Sports is doing really smart things around content and commerce. And The Ringer has made a few rookie mistakes.
