O'Reilly Automotive, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
O'Reilly Automotive Inc. is a retailer of automotive aftermarket parts, tools, supplies and accessories for both professional and do-it-yourself consumers. headquartered in Springfield, MO, the company operates more then 1,830 throughout the United States.
|Main Telephone||(417) 862-6708|
|Main Fax||(417) 874-7144|
O'Reilly Automotive, Inc. ContactsContacts (5/11)
Sample of Associated Brands
|Greg H.||Chief Executive Officer||MO|
|Jeff L.||Senior Vice President, Information Technology||MO|
|Jeff S.||Senior Vice President, Store Operations & Sales||MO|
|Gregory B.||Vice President, Purchasing||MO|
|O'Reilly Automotive, Inc.||********|
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Q2-Q3 Radio, Print Opps: O'Reilly's plans for ‘somewhat' more aggressive advertising (Score 30)
Subject: radio, print, digital, social media
Company: Winmo), based in Springfield, Mo.
Opportunity: During the Q4 earnings call , O’Reilly’s EVP of Store Operations and Sales Jeff Shaw said that, looking toward 2016, SG&A expenses should increase this year due a “somewhat” more aggressive advertising campaign (among other things). CFO Tom McFall stated that most of this spend would occur in Q2/Q3. Neither gave more insight on how these dollars would be allocated, but traditionally, most of O’Reilly’s spend has gone to radio ads. So, radio sellers should be all over this since Q2 is around the corner. There should also be more print dollars deployed this year. According to The List, Dentsu Aegis’s Carat handles media buying and planning.
Media Spend: In 2014, Kantar Media reports that O’Reilly’s spent $44.4 million on measured media. Through Q3 2015, $28.4 million was spent. For both years, the most was spent on radio ads ($39.8 million in 2014 and $25.8 million in 2015). The remainder went largely to print ads, mostly B2B magazines.
TV Breakdown: According to iSpot, O’Reilly only spent $102,800 on two national TV ads in 2015. See charts for channel/show targeting. O’Reilly’s national TV SOV in 2015 was 0.06%, placing it at No. 39 out of the 96 competitors listed on iSpot (top spenders included: AutoZone, Midas and PepBoys).
Digital Breakdown: Per Moat, O’Reily ran 848 display ads on 2,340 publishers in 2015 (32% mobile). Top ad destinations included lowridermagazine.com, hotrodders.com, superstreetonline.com and trucktrend.com(66% placed site direct versus programmatic). The company also ran 42 high impact ads and one video ad last year.
For comparison, in 2014 459 display ads were run on 1,802 publishers (30% mobile; 62% placed site direct). No high impact or video ads were run in 2014.
New Store Openings: For 2016, O’Reilly plans to open 210 net new stores. Stores will open all across the company’s current footprint, which is 38 US states. The concentration, however, will be in Texas
Competitors: O’Reilly’s competitors include AutoZone, Midas, PepBoys and Advance Auto Parts, to name a few.
233 S. Patterson Ave.
Springfield, MO 65802