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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
Primary Address
233 South Patterson Avenue
Springfield, MO 65802
USA

O'Reilly Automotive, Inc. Contacts

Contacts (5/11)
Name Title State
David O. Chairman MO
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (417) 862-6708
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 233 South Patterson Avenue
Springfield, MO
65802
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
O'Reilly Automotive, Inc. ********

Agency Relationships


Brand Agency Service From To
*'****** **********, ***. ***** creative unknown present
*'****** **********, ***. ***** media buying & planning - national broadcast unknown present

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WinmoEdge

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.

Future-Possibility

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.

Additional Information

 

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.

oreilly-auto-parts-est-tv-spend-01-01-2015--12-31-2015 (1)

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).

oreilly-auto-parts-est-tv-spend-01-01-2015--12-31-2015

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. 

Winmo
233 S. Patterson Ave.
Springfield, MO 65802
(417) 862-6708

Hugo Sanchez 
Director, Marketing
(417) 862-6708
hsanchez@oreillyauto.com