Campaign Imminent: Gannett expands relationship with agency partner (Score 77)
Sales Lead: Gannett recently expanded its partnership with Taboola by adding five years to its established 10-year contract.
- Gannett can now test the agency's services such as Homepage For You, an AI platform that powers publisher homepages' editorial recommends, and Taboola Turnkey, through which premium publishers can create trustworthy, helpful content.
- These services will support Reviewed, Gannett's consumer product review site.
- Gannet started utilizing Taboola Feed, which personalizes readers' content, including video, in 2013.
- I had figured that the company would make changes to its roster after it hired chief content officer Kristin Roberts earlier in 2023.
- The company will likely:
- Shift its digital strategy
- Continue increasing digital spend
- Make additional changes to its agency roster
- Target demographic:
- Millennials
Additional spending insights:
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Gannett has spent approximately $47.6m on digital ads, more than double the approximately $21.2m spent by this point in 2022.
- YTD data: The company has earned roughly 6.9b digital digital impressions YTD via Facebook (79%), desktop display (11%), Instagram (4%), mobile display (3%), desktop video (2%), and X (1%) ads.
- Last year: Gannett's estimated full-year 2022 spend increased by 13% to $26.9m from that of $23.9m in 2021.
- Additional channel insights
- The company utilizes Google Ads along with email, print (newspapers), digital, local broadcast, OOH, radio, X, Facebook, TikTok, and online video (primarily via Youtube IOS and Youtube.com) ads.
- The company sponsors podcasts such as the Last Podcast On The Left, OTB Football, OTB Rugby, Off The Ball Rugby, and Off The Ball Daily..
Additional agency insights:
- Opportunity: Since roster shifts often follow one another, reach out soon to see if Gannett implements additional ones.
- Current agency roster:
- Taboola: Digital agency partner
- Cornett: Creative AOR
Insight Sources: Digital spend insights estimated by Pathmatics; email marketing insights by Bombora; additional channel insights estimated by Vivvix; podcast insights by Podchaser.
