22squared Inc. | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(404) 347-8700|
|Main Fax||(404) 347-8800|
22squared Inc. Contacts
|Richard W.||Chairman & Chief Executive Officer||GA|
Sample of Associated Brands
|Mike G.||Chief Administrative Officer & Executive Vice President||GA|
|John S.||Executive Vice President & Chief Creative Officer||GA|
|Cheryl D.||Executive Vice President & Chief Financial Officer||GA|
|********* ****** ******||Creative, Digital, Media Buying, Media Planning||2016||present||*|
|******-*******||Creative, Media Buying, Media Planning||2010||present||*******|
|******** *********||media buying & planning||2013||present||*******|
|*********, ***.||Creative, Digital, Media Buying, Media Planning||2015||present||*|
|*** **** **********||Creative, Digital, Media Buying, Media Planning||2013||present||*|
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Q2, Q4 Media Opps: Home Depot shifting more spend to digital, not backing down from TV
During the recent institutional investors conference, here). He added that about 55-60% of all of HD's marketing is deployed in the "new media or digital world." This does not mean, however, that HD is abandoning TV; in fact Hofman said "we still do a ton" of TV. Additionally, the company still "does a ton" of traditional radio and Hofman believes there is still a place in HD's strategy for print advertising.
When speaking about HD's marketing strategy, Hofman mentioned that the company has reacted to changing customer behavior, where everybody is spending more time on a mobile screen (even when at home watching TV). Therefore, the home improvement retailer has "dramatically" changed its marketing habits. In digital, HD manages over 18 million different keyword combinations and is active on social media.
HD also does a lot of retargeting and is "constantly looking" for ways to make its marketing and advertising more personal and more location aware. Lastly, HD is also investing heavily in mobile. HD's mobile app plus the mobile web platform is the "proverbial store in your pocket or your purse or your briefcase."
Sellers - HD spends money year-round, but focus on Q2 and Q4, as these are the company's highest spend period. Because HD is such a large spender, there should be revenue available for sellers of every ilk here. Digital, TV, radio, print - seemingly nothing is off the table.
National TV Spend: According to iSpot, HD has spent $13.2 million on national TV ads this year. Note that the second most spend has been deployed to air ads on Univision, and three of the top five targeted shows by spend are Spanish-language.
For the same period in 2016, HD spent $15.9 million on TV ads. See chart for 2017 show targeting (2016's is similar).
|Quarter||National TV Spend|
|Q1 2016||$17.1 million|
|Q2 2016||$43.7 million|
|Q3 2016||$34.1 million|
|Q4 2016||$46.4 million|
For full 2016, HD spent $141.3 million on national TV ads. Most of these ads were run during Q2 and Q4 (see chart for spend breakdown by quarter)
Digital Breakdown: Per Pathmatics, HD has spent $6.5 million on digital display ads so far this year (742 million impressions). Ads are mostly split between desktop (54%) and online video (41%) and have been placed site direct (66%) or through Google AdX + AdSense (14%), MediaMath (9%) or Advertising.com (6%). Top ad destinations include: espn.com, mlb.com, aol.com, weather.com and youtube.com.
For 2016, HD spent $50.1 million on digital display ads. As with TV spend, while HD advertises all year, slightly more spend is deployed during Q2 and Q4.
The Home Depot
2455 Paces Ferry Rd. SE
Atlanta, GA 30339
Senior Vice President & President, Online & Chief Marketing Officer
Vice President, Online Marketing & Integrated Media