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The State of Influencer Marketing: Q2 2024
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Traditionally, OOH advertising is where creativity shines. Out-of-home advertising brings messages into shared public spaces, making context matter. A brand shows up, literally, on someone’s drive or during an event they’re attending. These real-world moments can build meaningful connections. With the weather warming up and everyone out enjoying this blissful time between Covid variants, now is the perfect time for OOH advertisers to… blossom (sorry).
Take a deeper dive into four OOH advertisers that are about to kick off their planning quarter. Then, download Winmo’s full list of 101 OOH Advertisers Planning in Q2 2022 at the link above.
1) Carnival Cruise Lines loses brand & product marketing SVP
The cruise line lost its brand and product marketing SVP Peter Callaro, who is stepping down. Callaro joined Carnival in 2019 and was responsible for demand generation, advertising, social media, partnerships, research, and consumer insights. Carnival is reportedly dividing his duties among current employees.
According to Pathmatics, Carnival earned 142.4m impressions YTD through Facebook ads (44%), desktop video ads (28%), Instagram ads (16%), desktop display ads (10%), and Twitter ads (1%). It spent about $1m on digital display ads YTD, more than double the $409.2k spent in this channel during the same time period of 2021. Full-year spending equaled $6.4m in 2020 and 2021.
- Sellers: Carnival mainly targets Gen-X and millennials. It had been focusing on digital ads for the past couple of years, but late last year it started ramping up national TV spend, which has carried over into 2022. Carnival also invests in print, radio, and local TV ads, per Kantar.
- Agency and martech readers: Carnival works with creative AOR Anomaly and media AOR PHD USA. Callaro’s replacement may decide to review the company’s agency roster, so start contacting Carnival’s other DMs to see if you can pick up any of its work.
2) Jimmy John’s continues launching funny ads to reach wider audience
Ever since appointing AOR Anomaly, Jimmy John’s (JJ) has utilized humor more intentionally to broaden its message beyond its traditional audience of college students. Ads starring Brad Garrett have continued rolling out. Since spending shows no signs of slowing down, keep JJ on your radar.
According to iSpot, JJ spent approximately $25.6m on national TV commercials last year, up from the approximately $15.3m it spent in 2020. Its 2021 commercials targeted Gen-Z and millennial men watching shows such as NFL Football, SportsCenter, Family Guy, College Basketball, and The Big Bang Theory.
- Sellers: JJ tends to target Gen-Z and millennial men. Per Kantar data, the company also invests in OOH and local broadcast. Sellers able to offer relevant ad space should contact soon to do so.
- Agency and martech readers: We haven’t heard of any additional roster shifts since Anomaly’s hire, but enough time has passed since then that JJ has expired from the VAI due to our own time constraints. Thus, you’d have better luck securing project-based work down the road. Parent company Inspire Brands hired media AOR Publicis earlier this year.
3) NerdWallet taps new creative AOR post-IPO
After going public in November, NerdWallet recently named Deutsch as its lead creative agency, replacing incumbent Argonaut. The agency will work to bolster NerdWallet’s brand strategy. NerdWallet’s CMO, Kelly Gilease, reported that demand for the company’s services has risen during the pandemic.
According to Pathmatics, NerdWallet ended up allocating roughly $63.8m toward digital ads, 72% more than the roughly $37m it allocated in 2020. The company earned around 5b digital impressions in 2021 via desktop video (81%), desktop display (11%), Facebook (3%), Twitter (2%), Instagram (2%) and mobile display (1%) ads. Additionally, Magellan shows NerdWallet has aired around 206 podcast ads within the past 12 months.
- Sellers: The company primarily targets millennials and Gen-X via a multi-channel strategy that includes TV, desktop video, and podcast media. Per Kantar data, NerdWallet also invests in radio and local broadcast.
- Agency and martech readers: As you know, agency reviews often follow one another. Reach out soon to offer media, PR, and/or digital analytics services. Mediahub is currently NerdWallet’s media AOR.
4) Visit California launches $22.1m campaign
Visit California (VC) launched a new campaign ahead of the Super Bowl that takes viewers on a joyride. VC is putting more than $22.1m behind the new campaign, “Am I Dreaming,” which was made with AOR The Shipyard. Sellers should contact sooner rather than later to secure last-minute ad dollars.
In 2021, iSpot reports VC allocated roughly $21.9m toward national TV commercials, around 3x the roughly $7.5m it allocated in 2020. Its 2021 commercials targeted male sports enthusiasts watching shows such as NFL Football, MLB Baseball, Friends, College Football, and Two and a Half Men.
According to Pathmatics, the organization spent approximately $7.3m on digital ads in 2021, more than 3x the approximately $2m it spent in 2020. In 2021, VC earned around 579.2m digital impressions via desktop display (32%), desktop video (26%), mobile display (15%), Facebook (14%), Instagram (14%) and mobile video (1%) ads. Most of last year’s desktop display ads were placed site direct onto destinations such as tripadvisor.com (40%), hotels.com, expedia.com, lonelyplanet.com, and orbitz.com.
- Sellers: VC has a wide target demographic, but as you can tell, it’s putting in more effort right now to reach male, sports-oriented audiences. Per Kantar data, the organization also invests in radio, OOH, print, and local broadcast.
- Agency and martech readers: No signs of upcoming agency reviews right now, but you may have a shot at project-based work. Winmo states VC works with PR AOR MMGY NJF and creative and digital AOR Mering.