Ruggable Shifts Ad Budget From Meta to Creators and CTV

· Retail & E-commerce · United States

Ruggable has shifted about 10% of its overall advertising spend away from performance channels such as Meta into brand channels including influencers and connected television, Modern Retail reported. The rug brand plans to grow that brand-channel spend by another 15% to 20% next year, according to chief marketing and creative officer Lauren Sherman-Kaoud, with creator platform ShopMy a particular focus. The shift since last August marks a notable reallocation by a direct-to-consumer brand that built its growth on performance marketing. It reflects wider debate over rising acquisition costs on major ad platforms and a push toward upper-funnel spending intended to build long-term brand awareness rather than immediate conversions.

Why it matters：A DTC brand publicly reweighting spend toward creators and CTV signals how rising platform costs are reshaping retail marketing budgets.

Key points

  • About 10% of overall spend moved from performance channels like Meta since last August.
  • Brand-channel spend is set to grow another 15% to 20% next year.
  • Creator platform ShopMy is a focus of the new strategy.

Sources (original reporting)

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