The next media chapter
A US paid-media point of view: who buys, what stops them, and where the next dollar works hardest.
Ofer Moskovich · October 2026
The point of view
The view in one page
01
Sell to the giver
Many buyers are not the user: reviews describe gifts to mothers and second units for friends. The ad's job is to make a giver feel safe.
02
Create demand where 50+ watch
Almost nobody searches for an animated art clock. Demand has to be made in video, and YouTube reaches 85% of Americans aged 50–64.
03
Answer the gift question in AI
“What can I get my husband that isn’t jewelry or a drill?” is now typed into ChatGPT, where ads are live and competition is still thin.
04
Give media more to sell
One product bought once caps paid growth. Bundles, an annual pass, artists as a channel, event drops and a community give each dollar a second job.
02
The point of view
Why the standard playbook misfires
Avg DTC playbooks assume
The Klydoclock case
What it means for media
Search demand exists to capture
No one searches for it
Create demand in video; use search for brand and gift intent
Customers come back
One purchase; a $9.95 collection is about 3% of the clock
Growth is new buyers, bundles, and owners who keep buying art
The buyer is the user
Often a giver buying for a parent or a friend
Write for the giver; deadlines carry the urgency
Volume feeds the algorithm
A $329+ item yields few purchases per dollar
One campaign per layer, many distinct creatives
03
Market and buyer
An open shelf between gadgets and wall art
Pixel and desk gadgets
$46–$199
Ulanzi TC001 $45.99 · Divoom Pixoo-64 $149.99 · LaMetric Time $199. Tech-led, free apps, desk-setup buyers.
Klydoclock
$329–$379
The only moving-art clock in a furniture form. Free art daily; optional collections from $9.95.
Wall art screens
$1,200+
Samsung The Frame 55" $1,199.99 plus Art Store at $49.99 a year · Infinite Objects XXL $1,399.
Same price, different job
Aura Walden $299, Skylight Calendar $299.99 and SwitchBot's e-ink frame $349 show photos, calendars and still images.
A claim worth owning
Samsung, Hatch and Skylight charge $49.99–$79 a year for content. “Free new art every day, no subscription” answers that directly.
04
Market and buyer
Motivations, not demographics
The grown child
Buys for a parent, around Mother's Day and the holidays.
Seen in: reviews of gifts to mothers, one in her 90s.
Fear: a gift that stays in its box.
The home curator
Buys for the mantel; wants a piece guests ask about.
Seen in: “conversation piece” reviews; MoMA Design Store.
Fear: paying an art price for a gadget.
The owner
Has one; buys a second for the office or for a friend.
Seen in: reviews of second units and gifts from owners.
Needs: a reminder and an occasion, not convincing.
The affinity buyer
Drawn in by a theme they love: dachshunds, Archie Comics, Halloween.
Seen in: 38 collections, including licensed lines.
Fear: a novelty that wears off.
A fifth buyer, interior designers and hospitality, is a separate B2B line with its own channels (High Point Market, Oct 2026).
05
Market and buyer
One belief to change per buyer
Motivation
Belief to change
Draft hook to test
Proof to show
Grown child
“She'll never use it.”
For the mom who says she doesn't need a thing.
Gift reviews; the KlydoGreet message; 60-day returns
Home curator
“It's a gadget, not a design piece.”
The one thing on your mantel that's new every morning.
MoMA Design Store; named artists; the wood case
Owner
“I already have one.”
You know what it does to a room. Give one.
Owner stories; a gift credit for owners*
Affinity buyer
“It's a clock. I'm not a clock person.”
Your dachshund obsession, on the hour.
The collection itself, playing in the first second
*Needs a company decision. Use of the MoMA name in ads depends on the retail agreement.
06
Market and buyer
Points of friction and who removes them
A price that needs a reason
Even happy buyers call it “an expensive toy.”
Sell the reason (art, gift, new daily). Add value before discounts.
Owner: media
“What is it, exactly?”
The category has no name that people search for.
Show it moving and chiming first, then define it in one sentence.
Owner: media and site
Paid collections as a surprise
Trustpilot: “You have to pay extra. That's not what I had in mind.”
Say it first: free art daily, no subscription, collections optional.
Owner: media and site
Few reviews off the site
4.9 from 1,025 on site; 3.6 from 22 on an unclaimed Trustpilot page.
Claim the profile and invite recent buyers to review there.
Owner: brand
Setup as a gift risk
Some reviewers had trouble with Wi-Fi and the small remote.
Show box-to-first-chime in one take, so givers see it is easy.
Owner: brand and media
“Will it still work in 5 years?”
Tidbyt stopped making devices after its team was acquired in late 2024.
Publish what works offline and the long-term service commitment.
Owner: brand
07
The media system
Media should sell more than the first clock: the second one, and the art that keeps it alive.
Three revenue lines (new buyers, bundles for giver and recipient, collections and an annual pass for owners) and one funnel in three layers: Teach, Consider, Convert.
The media system
Three layers: Teach, Consider, Convert
Layer
What we say
Who we reach
How we judge it
Platforms
Teach
Who we are. The brand, the product, the idea and the vision. Show it moving and chiming, then define it in one sentence.
New audiences only
Hook rate, engagement rate and other top-of-funnel measures: content quality and audience fit
Google, Meta, TikTok, Pinterest
Consider
What we offer. Use and fit, artists, UGC, the free and premium library, with a call to action to the site: the first push toward buying, not a close.
New audiences, plus Teach viewers
Micro-conversions off/on site & sales
Google, Meta, TikTok
Convert
Buy now. Always-on sales content, promos, deadlines and value offers, plus remarketing.
New, Teach, Consider and owners, each read separately
ROAS, CPA & ROI (per channel & total)
Google, Meta, GPT Ads
Some platforms wait their turn. From what I’ve seen, Pinterest and TikTok can’t compete with the sales volume of Google and Meta yet - they belong in the long-term plan. However, GPT Ads is brand new and worth a test because of the way it targets users.
One system, not separate platforms. They run in harmony, feed audiences to one another, and each one’s contribution is measured against the brand’s own source of truth.
09
Needs a company decision: artist agreements.
10
The media system
Artists as a channel, not only as content
How it works
- Partnership Ads run from the artist’s own page, with their permission. The brand pays the media; the artist gains reach.
- 1-3 Videos per artist, in their style, their collection, their words.
- Audience: Followers, Lookalikes, Gift-Givers & Remarketing
How we judge it
- Pilot: 3–5 artists, ranked by audience size and fit.
- Cost per purchase per artist, tracked by UTM, read against the sales campaign after 1-2 months.
- Artists who sell well become candidates for a wider role
Terms: no revenue share at the start. The brand funds the media and the artist gets free exposure.
Direct pay comes later, for the artists the data supports.
11
The media system · needs a company decision
Offers: bundles and an annual pass
Two clocks
One for you, one for them. One acquisition brings two households: the buyer and the recipient, who is a cheaper future buyer.
Start with a modest pair discount and read the bundle’s cost per purchase against the single clock. Room grows with the second unit’s margin.
Clock + annual pass
The clock with a year of premium collections, for the buyer who will want more than the daily feed.
The free daily feed stays free, and stays said.
Annual pass for owners
Revenue from people who already own the clock, without asking them to buy another at full price.
Email and SMS first, then a small customer-list campaign. Recurring revenue, a VIP list for early offers, and new content for media.
Message update: “No subscription” stays true for the clock and the daily feed.
Premium gets an optional pass that pays off for those who buy a lot of it.
The media system
The gift question now has an ad slot
“What can I get my husband that isn’t jewelry or a drill?”
A familiar question, now with an ad slot.
GPT Ads: new, and still early
- A new ad system: competition is still lower than on Google and Meta
- CPM may be high, but targeting follows the conversation, not keywords
- Possible edge, to test: an audience that may trust the answer and be more ready to buy
1. Make product data answer gift questions: who it suits, what is free.
2. Run a capped Q4 test on ads in gift conversations.
3. Read results from our own data, since the platform’s reports are still early.
12
Needs a company decision: acquiring the group.
13
The media system
A community that sells for the brand
Own the asset
The group is private. The brand should acquire it and develop it as a long-term asset.
Engagement with the brand, a stage for activities, and insight for new content and a better experience.
Email carries the news
Early access to premium, limited editions and back-in-stock go out by email. New collections land there first.
To every subscriber, or only to those who bought a clock or premium: the brand’s call.
The group creates pull
Occasional one-time coupons: on the clock, a six-month premium pass, free shipping, a bundle discount.
Three effects: FOMO, a reason to follow the group, and a lower blended cost per purchase across all media.
Collections as a series: each new release pulls set owners back, and once you own several, completing the set beats the price.
More to sell · needs a company decision
More to sell with the product that exists
Offer
Price idea
Buyer or moment
What media gains
Artist full collection, via the artist’s page
To be set
A fan of one artist, reached through the artist’s page
A measurable channel per artist
Annual pass for owners
To be set
Heavy collectors who already own the clock
Recurring revenue and a VIP list
Klydoclock today
$329–$379
Mantel, parent, milestone
The core
Clock + annual pass
$329 plus the pass
A buyer who wants more than the daily feed
A higher order from the same acquisition
Two clocks
Pair, modest discount
Giver and recipient
Two households per acquisition
Event drop
Full price, limited stock
A moment: Super Bowl, July 4, a city
A launch date outside Q4, and a waitlist
61%
of Sonos households own more than one product (FY2025)
71%
of tonies revenue came from figurines, not boxes (FY2025)
$7.80
paid to developers per Playdate owner in 13 months: digital add-ons alone stay small
14
More to sell · needs a company decision
Event drops: small runs tied to moments
The moment
National, local or personal: a Super Bowl wrap, an Independence Day collection, a city, a season, a milestone.
Real-time marketing around events, not news. The clock already changes daily; a drop makes one moment collectible.
The mechanics
A small batch at full price, not luxury numbering. Sold out is the message; the waitlist becomes the list.
Leftover stock clears later by email, fast and cheap. Nothing sold 1,000 community-edition phones in 15 minutes.
What media gains
A launch date outside Q4, buzz in the community, and desire for what is already gone.
Each drop feeds the series logic: owners of one want the next.
15
Next
The first 90 days
October
Instrument and build
- Post-purchase survey: gift or self, and where they first saw it
- Build the three-layer structure and the giver creative set
- Claim Trustpilot; state what is free and what is premium on the product page*
November and December
Run the gift peak
- Convert funded first; Teach and Consider capped
- Order-by creative; a gift bundle and the two-clock offer in place of a price cut*
- Capped tests: GPT Ads and 1–2 artists*
January
Read and plan
- Blended cost per purchase, and cost per purchase by audience, not platform reports
- Set the budget split per layer, and the next states and terms for Search
- Plan Mother’s Day, the annual pass* and the first event drop*
Why no deep discount: this product does not yet bring enough repeat purchases to recover a loss on the first sale, unless the data proves otherwise. So we don’t lose money on the first order; we add value instead. A two-clock bundle with a pair discount may earn more than one clock at 30% off.
*Needs a company decision.
16
Creative direction
Not a clock. A window to other worlds.
Static references for the Teach and Consider layers. Technology meets art, retro meets modern. The animation effect is illustrative.
17
Thank you.
Ofer Moskovich · October 2026