Marketing and sales professionals have long subscribed to the “rule of seven,” which states that a potential customer must see or hear an advertiser’s message seven times before they will consider making a purchase. Fun fact, this theory was developed for the film industry in the 1930s, but today’s experts believe anything between 6-10 interactions can work. Nowhere is this rule easier to experiment with than digital advertising, especially as we see big brands increasing digital spending.
There are some incredible market drivers for digital advertisers right now. Demand-side platforms are gaining popularity and advertising costs are lower than average.
Keep reading to uncover 10 brands increasing their digital spending. To dive a little deeper, we’ve outlined when this upward trending began as well as additional details on industry news, intent insights, and tips for agencies, sellers, and martech companies. Each chart, featuring digital buying behavior from Pathmatics (available with Winmo Pro) highlights daily spending from each brand across desktop display, mobile display, mobile video, desktop video, Facebook, Twitter, and Instagram. Additionally, see their top sites including the devices supported, spend, and impressions.
1) Vimeo: Increasing spend for four weeks
Newly public and independent, investors are warming up to Vimeo with two firms initiating positive stock ratings. The video company was spun off from IAC last month and is now traded on the Nasdaq with a market cap of about $6.6 billion. The stock tumbled in its first few days on the market but has regained ground.
2) Ben & Jerry’s: Increasing spend for four weeks
Last year, Ben & Jerry’s parent company, Unilever, banned advertising its food and beverages to children under 12. It stopped working with social media influencers or developing campaigns appealing to children under 13. These announcements followed concerns about childhood obesity. Considering its rise in digital display spend and ad placements, the ice cream brand is focused on millennial and Gen-X parents.
3) Epic Games, Inc.: Increasing spend for eight weeks
According to Winmo’s intent insights from Bombora, Epic Games has shown interest in retail technology, adtech, agencies, CRM, eCommerce, email marketing, and event management this week. Reach out now and determine if this is an opportunity for you.
4) PayPal: Increasing spend for eight weeks
The eCommerce brand has had increasingly positive press (in response to the pandemic, PayPal offered paycheck protection program loans, small business support, updated help center services, and made it easier to donate to relief efforts) and relevance during the last year. PayPal’s payment services (PayPal, Xoom, Braintree, and Venmo) allow consumers to save money while shopping online, which its target demographic of Gen-X and millennials are doing more than ever.
5) The Clorox Company: Increasing spend for four weeks
Sellers should reach out to offer brand-specific ad space. The focus on, and sharp increase in, digital ad spend reflects the company’s traditional momvertising target demographic currently skews toward Gen-Z and millennials. Clorox may invest in additional digital channels such as OTT.
6) Uber: Increasing spend for eight weeks
For our agency and martech readers, your chances of securing work from Uber are higher than ever under its new CMO. Reach out soon to remain top-of-mind. The company appointed media AOR MediaCom in October 2020, so you’ll have better luck offering creative, digital analytics, and/or social media management assistance. 72andSunny started working with Uber on creative in 2017.
7) Samsung: Increasing spend for eight weeks
Per Pathmatics, Samsung has spent about $16.3M on digital display ads YTD. It earned 2B impressions through Instagram ads (32%), desktop display ads (31%), Facebook ads (19%), desktop video ads (11%), mobile display ads (4%), and Twitter ads (3%). It placed the majority (98%) of these ads site direct.
8) American Express: Increasing spend for eight weeks
According to Winmo’s intent insights from Bombora, American Express has shown interest in education, adtech, campaigns, demand generation, email marketing, entertainment, and search marketing this week. Reach out now and determine if this is an opportunity for you.
9) Dell: Increasing spend for four weeks
The tech company primarily targets Gen-Z and millennials men through digital display and national TV ads. It also invests in OOH, print, radio, and local broadcast TV ads, per Kantar. The company has been adding funds to its marketing budget since 2019, and it looks like it will continue in 2021. Sellers should get in touch with Dell to secure some of these extra ad dollars.
10) Spotify: Increasing spend for five weeks
The audio streaming service is one of the most significant brands increasing digital spending, showcasing new creatives that promote limited-time deals. You’ve probably seen these ads before. Some are targeting recent graduates with one to three months for free, while others are promoting three months for $9.99. The timing is interesting since Apple just announced new spatial audio and lossless audio features for Apple Music.
BONUS) Viking Cruises: Increasing spend for eight weeks
Are river cruises back? Viking’s ad spend has increased to encourage 2021 voyages. Its target demographic consists of parents of all ages. Specifically, its national TV commercials target Gen-X and boomers, but this digital display spike leads us to believe it’s starting to include Gen-Z and millennials as well.
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