{"id":596701,"date":"2023-01-12T05:49:32","date_gmt":"2023-01-12T11:49:32","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/01\/12\/this-sexual-wellness-brand-is-doubling-actually-tripling-down-on-ctv\/"},"modified":"2023-01-12T05:49:32","modified_gmt":"2023-01-12T11:49:32","slug":"this-sexual-wellness-brand-is-doubling-actually-tripling-down-on-ctv","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/01\/12\/this-sexual-wellness-brand-is-doubling-actually-tripling-down-on-ctv\/","title":{"rendered":"This sexual wellness brand is doubling (actually, tripling) down on CTV"},"content":{"rendered":"
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January 11, 2023<\/span> | By Kimeko McCoy<\/a><\/p>\n<\/div>\n

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\n\t\t\t\t\tIvy Liu\t\t\t\t<\/p>\n<\/p><\/div>\n

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Over the past year, sexual wellness company Adam and Eve has tripled its investment in video streaming ads to reach new customers, shifting its media mix to better navigate today\u2019s increasingly expensive and less efficient digital ad landscape.\u00a0<\/p>\n

\u201cIf we want to continue to be in front of the consumers that we need to be in front of, we have to go with where the eyeballs are,\u201d said Chad Davis, director of customer acquisition at Adam and Eve.<\/p>\n

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The brand\u2019s tripled spend is part of a growing, industry-wide trend in which marketers are increasingly spending more in CTV given the fragmented nature of the current digital ad landscape.<\/p>\n

\u201cYes, more brands are leveraging CTV because they can reach the right audience and take a more consumer-centric approach,\u201d Bianca Reed, vp of account management global tracking for Material+, a marketing services company, said in an emailed statement to Digiday.<\/p>\n

At Adam and Eve, the brand is currently running spots on streaming platforms \u201cwherever we can get cleared,\u201d according to Catherine Korostensky, media planner at Media Horizons marketing agency, Adam and Eve\u2019s media buying agency. <\/p>\n

The bulk of the brand\u2019s CTV strategy, per Davis, is built on running ads across streaming platforms to build audience and then re-targeting said audience through digital display ads.\u00a0<\/p>\n

For the last decade, Adam and Eve was primarily focused on display advertising. But as ad rates increase, data privacy initiatives muddy measurement and media networks continually change their content policies, the sexual wellness brand has had to reconsider its media mix to make up for the channels and data that became unavailable. <\/p>\n

\u201cSlowly, we shifted away from those things that we lost. Some of them were just cut off. They were gone. See you later,\u201d Davis said, referring to channels like linear television and audio advertising. \u201cBut we started to bring back our ad impressions with CTV coupled with digital display.\u201d<\/p>\n

From 2021 to 2022, Adam and Eve increased its CTV spend threefold with plans to spend even more based on the media channels\u2019 return on investment. (Davis did not provide further details regarding the brand\u2019s CTV spend.)\u00a0\u00a0<\/p>\n

Adam and Eve spent more than $2 million on advertising from January through September in 2022, according to Kantar. That figure is slightly higher than the same time frame in 2021, during which the brand spent at least $2.4 million on advertising. Meanwhile, Pathmatics reports Adam and Eve spent more than $570,000 last year, slightly less than the $626,000 spent in 2021. (Kantar figures do not include social media spend as Pathmatics\u2019 do.)<\/p>\n

Adam and Eve isn\u2019t alone in increasing its digital video investment. As cord-cutting continues and digital ads become increasingly more expensive and less effective, brands like Merrell footwear, Quility insurance and and Dr Teal\u2019s self-care have spent the last year giving digital video a bigger piece<\/a> of the advertising budget pie.<\/p>\n

Ahead of a potential recession and amidst an economic downturn, ad spend is expected to be tighter and under more scrutiny this year. CTV, however, is expected to be a bright spot in ad spend, having grown by double digits in the U.S. each year since 2017, according to eMarketer<\/a>. By 2026, U.S. CTV spend is expected to hit $26.92 billion.\u00a0<\/p>\n

For a niche brand like Adam and Eve, CTV and streaming television ads can be an effective part of the media mix because of the targeting capabilities in such channels.<\/p>\n

\u201cIt\u2019s an incredible amount of sensitivity for brands that need to reach specific audiences, while avoiding others, something especially important to niche brands,\u201d Reed said.\u00a0<\/p>\n

In the future, Davis expects Adam and Eve\u2019s CTV investment to grow even further for as long as the channel proves to be efficient. <\/p>\n

\u201cIf we find a media that works and it\u2019s acquiring customers in a very efficient way, we\u2019ll spend money on that until the cows come home,\u201d he said. \u201cIf it works, we\u2019ll keep spending on it and look to always grow.\u201d\u00a0<\/p>\n<\/div>\n

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