• by Sara Guaglione , October 6, 2020

Group Nine has launched a performance-marketing solution for direct-to-consumer and direct response-focused brands, called G9 Direct.

It combines first-party data from five of Group Nine’s brands (including The Dodo, Nowthis, Popsugar, Thrillist and Seeker) and content creation capabilities from its branded-content studio Brandshop.

The first D2C 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,” stated 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,” he added.

G9 Direct lets direct-response advertisers buy social media ads from the accounts of Group Nine’s brands, mainly on Facebook and Instagram.

Group Nine says publishers can drive a 50% higher brand affinity, a 32% higher brand recall and a 30% higher purchase intent lift. 

G9 Direct also offers A/B testing, audience research and analysis, consulting and landing page recommendations, campaign optimization and strategic planning and education.