Ruggable Shifts Ad Dollars From Meta to Creators and Connected TV

Ruggable is overhauling its long-standing marketing playbook, shifting capital away from pure performance channels like Meta to invest directly into creator partnerships and connected television.

Over the past 18 months, the direct-to-consumer home goods brand moved roughly 10 percent of its total advertising expenditure from conversion-heavy digital pipelines into top-of-funnel brand channels, according to a report from Digiday.

That reallocation is set to expand further. Lauren Sherman-Kaoud, chief marketing and creative officer at Ruggable, told Digiday that the company intends to increase its spend in brand-focused channels by another 15 to 20 percent in the coming year. Sherman-Kaoud declined to disclose specific top-line budget figures.

"What got us here is not going to get us there," Sherman-Kaoud told Digiday, characterizing the company's systematic move away from the traditional DTC strategy of funneling outsized cash into Meta for direct user acquisition.

The strategic pivot underscores rising friction across digital ad networks. Escalating customer acquisition costs and audience saturation on legacy social feeds have steadily compressed profit margins across the retail sector, forcing marketers to diversify their customer acquisition mix through platforms like ShopMy.

For the entertainment and digital talent sectors, Ruggable's reallocation highlights a broader structural change in digital commerce. Hollywood Tomorrow notes that lifestyle brands are increasingly treating individual creators as primary media channels rather than one-off promotional experiments, cementing influencer talent as essential infrastructure in modern marketing plans.