Millennial Parents Opps: Georgia Aquarium appoints AOR (Score 55)

Sales lead: Start reaching out now to offer ad space for the upcoming campaign. 

• Georgia Aquarium (GA) named Doe-Anderson Advertising its AOR in October 2023.
• The agency is responsible for strategy, creative, and media.
• Doe-Anderson's first campaign is scheduled for spring 2024. 
• This replaces ASO Advertising. 

Target demographic: Millennial parents

The organization will likely:

• Ramp ad spend back up
• Revise creative/media strategy
• Build out its agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: GA spent about $76.4k on digital display ads YTD, a 30% decrease from $108.7k spent in this channel during the same time period of 2022. 
• YTD data: 37m impressions via desktop display (55%) and desktop video (45%). 
• 2021-2022 spend: Full-year spend fell 61% from $291.3k in 2021 to $115k in 2022. 
• Ad location: It placed 54% of these ads indirectly through Amazon DSP onto sites such as amazon.com, realtor.com, quora.com, slickdeals.net, and gamerant.com. It placed 46% of these ads directly onto sites such as twitch.tv, youtube.com, and imbd.com. 

Additional channel insights  

• Vivvix: It also invests in radio and OOH.

Agency analysis:

• Opportunity: I recommend offering PR, digital, or social media services. 
• Current roster:
  • Doe-Anderson: creative & media AOR