Group Nine Launches New E-Commerce Ad Product "Sparkle Ads"

Campbell’s Among First Brand Partners in Beta Launch

New Product Builds on POPSUGAR’S Innovative Suite of Ad Products, Expands Group Nine’s Offerings across the Portfolio
Company Release
January 10, 2020

NEW YORK – (January 10, 2020) – Group Nine Media, the no. 1 video publisher on mobile in the U.S., announced today that it has launched its new e-commerce advertising solution, “Sparkle Ads.” Brand partners, Campbell’s and a global cleaning company, are the first advertisers in the beta launch. The new, custom ad product created internally comes on the heels of Group Nine’s recent acquisition of women’s lifestyle brand, POPSUGAR, which recently launched “Sparkle,” a mobile-optimized publishing platform specializing in social commerce. 

Sparkle features a suite of mini apps, which ensure marketers are engaging consumers with the best possible shopping experience from their phone. Sparkle allows brands to facilitate commerce across multiple retailers and allows retailers to easily create customized pages featuring multiple product SKUs while collecting valuable purchase intent data. Today’s beta launch of “Sparkle Ads” allows advertisers to extend the usage of Sparkle into turnkey, shoppable ads featuring their products from Amazon and Walmart. 
“Sparkle Ads marks the latest expansion of our e-commerce suite and creates frictionless commerce solutions that make shopping easier for consumers,” said Chris George, COO of Group Nine Media. “We plan to extend Sparkle and Sparkle Ads to all of the brands within the Group Nine portfolio. We’re excited to roll out the first Sparkle Ads to our brand partners who join us in recognizing that the future of shopping is increasingly shifting to mobile.” 

The first Sparkle Ads for Campbell’s and the global cleaning brand will launch on POPSUGAR’s O&O website. Sparkle Ads will also be available across the other Group Nine brands: The Dodo, Thrillist, NowThis and Seeker. The custom, rich media unit can eventually be placed with advertisers’ media agencies to run across other publishers’ websites and connect to the numerous retailers, whom Group Nine has a relationship with, including Walmart, Amazon, Kohl’s, Shopify, and The Gap, among others. Campbell’s media agency, Spark Foundry, helped facilitate their participation in the Sparkle Ads beta launch.    

About Group Nine:
Group Nine’s mission is to tell great stories that spark action and make a real difference. As the #1 video publisher on mobile in the U.S. [Nielsen DCR, July 2019], Group Nine’s brands are built for the platforms where young people spend the majority of their time. We reach over 70% of Americans in their 20s every month [Nielsen, July 2019]. Audiences spend nearly 50 million hours a month engaging with our category-defining brands - NowThis, the no. 1 most-watched mobile news brand in the world; The Dodo, the no. 1 animal brand on digital; POPSUGAR, the leading digital lifestyle brand for women; Thrillist, the most-trusted digital brand in food, drink, travel & entertainment; and Seeker, the no. 1 science brand in the U.S. Group Nine has been recognized with hundreds of prestigious awards including Edward R. Murrow, James Beard, Cannes Lion, Critic’s Choice, among others.


Pierce White

Group Nine Media

(646) 561-3345

(646) 561-3345

(646) 561-3345


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