MaxAudience | Agency Profile, Contacts, AOR, Client Relationships
Service: digital
- Main Telephone
MaxAudience Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Bruce B. | Vice President, Digital Marketing & Business Development | CA | ||||||||||||
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| Ben K. | Vice President, Integrated Marketing | CA | ||||||||||||
| Ed R. | Vice President, Digital Marketing Strategy | CA | ||||||||||||
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WinmoEdge
Gen-Z, Millennial Men Opps: Air Force increases digital ad spend to reach young men
According to iSpot's approximations, YTD national TV spend of $18.4m targeted Gen-Z and millennials with a skew toward male sports enthusiasts (see targeting right), down a bit (17%) from the $22.1m spent by this point last year. AF's full 2019 spend grew by 14% to $42.4m from $37.2m in 2018.
So far this year, Pathmatics estimates the company has generated 800.8m digital impressions, allocating $8.4m toward desktop video ads (53%), Instagram ads (18%), desktop display ads (14%), Facebook ads (13%) and mobile display ads (1%). Most desktop video ads were placed direct onto sites such as youtube.com (72%) and hulu.com (13%). AF's YTD spend in this channel has increased by nearly 4x from the $2.7m spent in the same 2019 timeframe; it spent $5.7m last year, more than double the $2.3m it spent in 2018.
As you can see, lower national TV spend has allowed for higher digital ad spend, an effort to reach Gen-Z and millennial men. Keep in mind it is also utilizing video ads on OTT networks including Hulu.
Agency & martech readers - We see no major signs of upcoming reviews, so read elsewhere for now. MaxAudience handles its social media.