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Beehiiv, a newsletter platform, rolled out an ad tool to connect creators to more advertisers, but Substack, which has more than 5 million paid subscribers, is hesitant to break into ads.
But ad buyers warn that consumers need compelling reasons to spend time on onscreen purchases.
During upfronts, the tech was on full display—but questions about effectiveness and which approach is best remain.
Many brands are hesitant to be near “potential knockoffs or inappropriate products,” one agency exec said.
Those who shop on their phones are fairly open to ads while doing so, but they should be contextually and personally relevant, Integral Ad Science found.
The platform has been testing shoppable features since last November.
Even ad-avoidant consumers perceive product placement favorably, according to new data from BenLabs.
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