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Navy Changes Course Of Ad Strategy

  • Benzinga, Monday, December 30, 2019 9:50 PM
The U.S. Navy said it will spend nearly its entire $33 million ad budget online, with a focus on esports. That means it is dropping TV advertising and skipping the Super Bowl in order to better target 17- to 28-year-olds as potential recruits. A tiny proportion will go to local billboard and radio ads. “That’s a change from just two years ago, when about half the Navy’s ad budget went to TV ads, including the ‘Forged by the Sea’ campaign,” according to Benzinga.

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