Daily February 28

The days of the one-size-fits-all social media approach are seemingly over. Advertisers say the way people use social media is changing, pressuring brands to abandon broad campaigns and instead create content for each individual platform. Read more below.

• People are increasingly wary of being advertised to, meaning advertisers have to fit their creative into each platform more seamlessly to reach their audience.
• Since it opened, Reddit’s London office has grown to employ over 150 people. And the recruitment drive is showing no signs of slowing down.
• In the age of COVID, the more health-related information a marketer has access to, the better. Kinsa, a health tech company, is using data feedback to inform health marketers and their agencies’ media plans, is ramping up that enterprise side of its business. More in this Digiday+ Media Buying Briefing.
• Gannett earned only 3% of its total revenue for 2021 from digital-only subscriptions but plans to hit 6 million digital subscribers by 2025.
• Alaska Airlines wants to prove the success of its current ad campaign to a crucial target demographic (California) before expanding nationally.