Ruggable Shifts 10% of Spend from Meta to Brand and Content Creators
Ruggable has shifted around 10% of its ad spend from performance channels like Meta to brand building and influencers, directing over $1 million to content creators via ShopMy.
Ruggable has shifted about 10% of its total ad spend since last August from performance-driven channels like Meta to brand-building channels, including influencers and connected TV, according to Digiday.
The company plans to increase its brand spending by an additional 15% to 20% next year, after reallocating over $1 million from its Meta budget to content creators via the ShopMy platform.
Chief Marketing Officer Lauren Sherman-Kaoud stated that the company generated around $3 million in revenue in the first month, which then doubled in the second month and tripled in the third month.
The company allocates its spend between performance-based ads and brand-building channels, according to the report, in a move that includes influencers and connected TV.
What Do These Terms Mean?
Performance Marketing: Ads whose results are measured by the number of clicks or direct sales, with payment based on results.
Connected TV (CTV): Ads displayed via streaming apps on internet-connected television sets.
ShopMy: A platform connecting brands with content creators and influencers to run paid campaigns.
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