6 Overlooked Brands Making Big Spending Moves

6 Overlooked Brands Making Big Spending Moves

Each quarter, thousands of agencies, media sellers and advertising technology firms use Winmo sales intelligence to research and connect with their highest value prospects, and their account activity gives us a real-time glimpse into the brands sparking our users’ interests.

With thousands of Winmo searches taking place every day, we’ve decided to take a deeper look into what sellers are actively looking for. More specifically, we’re taking a look at Q1’s most searched brands and determining why details on these organizations are in such high demand.

In this article, you will find growing brands that your competitors have been checking out recently. These brands present opportunities due to spikes in spend and bolstering of marketing teams so now is the perfect time to reach out for opportunity. Check them out here:

Halo Top

Halo Top, the low-calorie ice cream brand under Eden Creamery, just released its first national TV campaign. According to Adweek, the brand is no longer working with AOR Wolfgang and worked with 72andSunny on the series of ads instead. The campaign will also run across digital and social channels throughout the summer.

Last year, the brand bolstered its marketing department by hiring Director of Trade and Shopper Marketing Alan Tseng, Lauren Kahner Panagiotis on brand marketing, and Nilou Shahryari as International Marketing Coordinator.

Since Halo Top works with agencies on a project basis, those with experience working with ice cream producers are encouraged to reach out as the brand’s success continues. According to Adbeat, the company has spent $2.6 million on digital display in the last year compared to $7 million in the previous year.

Sellers should approach immediately in an attempt to secure revenue throughout the summer, typically the brand’s highest spending period. Be prepared for additional campaigns this year targeting it’s millennial and Gen-X audiences.

Booking.com

Booking.com launched its first campaign from Anomaly, creative AOR since November. The purpose of the brand is to encourage consumers to “Be a Booker” themselves through their fully integrated online travel service. The creative rolled out across digital, social and TV channels.

Buying periods are typically Q2 and Q3 and keep in mind the target audience consists of millennials and Gen-X with a male skew. Booking.com recently partnered with Cadbury Creme Egg, and most competition comes from Expedia.

Digital display spend is on the rise primarily through YouTube (38%) and Google (28%). According to Adbeat, spend over the past year totaled $9.2 million compared to $1.4 million the year before.

Agency and martech readers, since the creative switch was fairly recent, keep an eye out for more changes considering reviews tend to follow one another. Continue to reach out for work on this account, especially since Mindshare, who has handled media buying and planning, is approaching average agency tenure (3 to 4 years).

Uber Eats

Uber Eats released a March Madness campaign with the help of creative agency Anomaly. According to reports, this is their first national campaign and rolled out via TV, digital and social media channels. Planning and buying periods are historically Q1 and Q2, with a demographic consisting of millennials and older Gen-Z with a slight male skew.

A rise in spend is expected since a recent partnership was established with upstart delivery-only restaurants in order to fuel expansion, and parent company Uber plans to hold it’s IPO soon as well.

According to iSpot, YTD National TV spend totaled $6.5 million. This channel hadn’t been utilized since 2016, so expect more spend and efforts in this realm moving forward.

In regards to annual digital spend, Adbeat reports Uber Eats spent $918,600 on digital display placed mostly through Google (41%) over the past 12 months, prior only reaching $181,400.

It’s unclear whether Anomaly is on a project or AOR basis, but in the meantime reach out for media work. Following acquisitions and personnel hires, this brand is certainly one to keep on your radar with a review likely in 6-9 months.

Sleep Number

Due to integrated marketing and media initiatives, Sleep Number has seen increased traffic. The company plans to continue focusing on digital channels and partnerships such as its NFL sponsorship. Spend increases are likely through 2019.

Typical planning and buying periods are Q2 and Q1, but Q3 has also historically seen high spend as well. Main channels of investment include TV, digital, outdoor, print, radio, experiential and social. Sleep Number recently invested in cause marketing by committing to improve 1 million children’s lives by 2025.

According to iSpot, the company spent $112.9 million on diverse national TV programming, an increase from the $96.6 million spent the year before.

Additionally, Adbeat reports that Sleep Number spent $3.5 million on digital display placed mostly through Yahoo Gemini Native (60%), a significant growth from the $1.8 million spent over the same time period the previous year.

FleishmanHillard and Horizon Media have handled PR and media duties on the account since 2009 and 2014, exceeding average agency tenure. Sleep Number promoted Andrea Marsh from marketing planning manager to brand partnerships in January, so those searching for partnership opportunities are encouraged to reach out as Sleep Number continues to expand.

Realtor.com

Realtor.com replaced creative AOR Pereira & O’Dell with IPG’s Huge, effective immediately. The agency will work to increase brand awareness using a digital-first approach.

While digital display spend has decreased, it’s expected most increases are going toward email marketing due to the fact that CMO Nate Johnson is a big fan of the medium. TV still makes up about 80% of the Realtor.com budget, which is expected to see increases in the future.

While the housing market is still slightly struggling, interest rates are low, which may suggest an influx of first-time home buyers. In order to bolster marketing efforts, Realtor.com brought on new personnel in January to support their efforts.

Sellers are encouraged to reach out for revenue and keep an eye out for a new campaign in Q2, historically their top spending period. The company targets female millennials with a recent emphasis on first-time home buyers.

Spend increases are seen across the board with National TV spend totaling $8.7 million, up from $7.8 million the year before according to iSpot. Full 2018 spend totaled $63.5 million and spend in 2017 totaled $52.1 million. From H1 2017 to H1 2018, out-of-home increased from $0 to $434,549 along with print increasing from $22,245 to $371,291.Clearly, revenue is available through Realtor.com. Agency and martech readers should look for potential work since reviews tend to come in pairs.

Vimeo

With more than 950,000 subscribers, Vimeo recently launched its first-ever major campaign, which is centered around the idea that marketers can more easily create content that will reach their consumers. Fig created the campaign, which launched across outdoor, digital and social media, and OTT-  specifically on Hulu and Roku.

Typical planning periods for the brand are Q2 and Q3, so sellers with B2B experience should reach out as soon as possible in order to collect last-minute dollars. The brand’s focus is shifting from media to tech offerings, explaining the recent agreement with the Friendable app.

According to Adbeat, over the past year, Vimeo has spent $38.3 million on digital display placed mostly through Google (92%), a significant increase from the $5.4 million spent the previous year.

 

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