Good morning,
After CeraVe made a big splash with their unconventional Super Bowl campaign, they are again showing off their creative advertising chops with a fake rom-com trailer promoting their lotion in their ‘The One Under The Sun’ campaign.
This is great for consumers who crave a break from traditional advertising and want something entertaining.
The campaign will appear on socials and also select movie theaters and streaming services.
Here’s what you’ll find in today’s DTC:
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TikTok has made key changes in its TikTok Ads Manager tool that gives advertisers more control over where their content shows up.
The two new ad placement features are called Category Exclusion and Vertical Sensitivity.
Category Exclusion: allows advertisers to control whether their ads run next to four non-standard categories: gambling and lotteries, Violent Video Games, Combat Sports, and Youth Content.
Vertical Sensitivity: Advertisers can select their vertical and exclude vertical-related content that might misalign their brand positioning and show their brand off negatively.
Advertisers can choose from 11 different verticals: Pets, Beauty, Food, Fashion/Retail, Travel, Technology, Financial Services, Automotive, Gaming, Professional Services and Entertainment.
New Brand Safety Hub: The platform has also introduced a new brand safety section within TikTok Ads Manager. Advertisers can set brand safety and suitability preferences at the account level and apply those to future campaign builds. This will simplify the process and save brands time and effort.
Why this is important:
Ads that appear alongside irrelevant or harmful content can negatively impact your brand image and go against your messaging.
For example, a health and wellness brand that talks about relaxation techniques wouldn’t want their content to appear next to a video about violent video games.
In contrast, strategically placed ads can be more effective and serve as a valuable touchpoint.
The takeaway?
These new ad placement controls make it easier to protect your brand and ensure your campaigns appear the right way.
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Brett explains: "We've learned that it's important to just lean into who we are and celebrate that. Brands must remember to stay true to who they are as the business evolves and grows."
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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