Group Nine Launches Performance Marketing Solution, "G9 Direct," for Direct-to-Consumer Brand Partners

Leverages Group Nine Brands' Affinity and First-Party Data With In-House Creative Agency, Brandshop's Content Creation Expertise

Casper, Fi and by Humankind Among First Advertising Clients
Company Release
October 5, 2020

NEW YORK – (October 5, 2020) – Group Nine Media, the no. 1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020], today announced the launch of “G9 Direct,” its new performance marketing solution for DTC and direct response-focused brand partners. G9 Direct leverages consumers’ brand affinities for the five Group Nine brands (The Dodo, NowThis, POPSUGAR, Thrillist and Seeker) and the digital media company’s massive trove of first-party data, coupled with scroll-stopping social media creative from its branded content studio, Brandshop. The first DTC advertisers to work with G9 Direct are Casper, Fi and by Humankind.

“G9 Direct is unique from other performance marketing agencies because we are able to tap into Group Nine’s massive audience and their deep love for our five brands -- across numerous lifestyle categories,” said Group Nine’s Chief Revenue Officer, Geoff Schiller. “We are combining our rich, first-party data, huge reach and social media expertise with the advertiser’s second-party data to deliver impactful, bottom of the funnel marketing campaigns with relevant messaging that drives real results. G9 Direct strengthens our formidable toolkit of advertising and marketing solutions and solidifies Group Nine as the go-to publisher for advertisers looking to reach young audiences.”

G9 Direct is a new performance marketing offering aimed primarily at direct response advertisers and leverages the learnings from nearly 1000 social media marketing campaigns with Fortune 500 brands across Group Nine’s portfolio. G9 Direct allows direct response advertisers to buy social media ads, primarily on Facebook and Instagram, from the accounts of Group Nine’s brands. According to Nielsen Media Lab, marketers that distribute performance marketing content via publishers like Group Nine see higher performance compared to publishing from their own brand’s accounts. Specifically, publishers drive a 50% higher brand affinity, a 32% higher brand recall and a 30% higher purchase intent lift. Additional G9 Direct offerings include: A/B testing, competitive analysis, audience research and analysis, creative consulting and landing page recommendations, campaign optimization and strategic planning and education.

About Group Nine Media:
Group Nine has the most optimistic, fast moving, deeply connected brands in the categories that matter NOW. As the #1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020], Group Nine’s brands are built for the platforms where young people spend the majority of their time. We reach over 80% of Americans in their 20s every month [Nielsen DCR, June 2020]. Audiences spend over 90 million hours a month engaging with our category-defining brands [platform analytics, August 2020] - NowThis, the no. 1 most-watched news and politics brand globally on social [Tubular Labs, May 2020]; The Dodo, the #1 media brand for reach on mobile in the U.S. [Nielsen DCR, November 2019]; POPSUGAR, the #1 most engaged-with Women’s Lifestyle site in the U.S. [Comscore, February 2020]; Thrillist, the most-trusted digital brand in food, drink, travel & entertainment; and Seeker, the no. 1 science brand on mobile in the U.S. [Nielsen DCR, April 2020]. Group Nine has been recognized with hundreds of prestigious awards including Edward R. Murrow, James Beard, Cannes Lions, Critic’s Choice, among others.



Pierce White

Group Nine Media

(646) 561-3345

(646) 561-3345

(646) 561-3345


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