ARENAS | Agency Profile, Contacts, AOR, Client Relationships
Service: multicultural marketing, Hispanic specialty
- Main Telephone
- (323) 785-5555
|Larry G.||President - Distribution||CA|
Sample of Related Brands
|Miriam A.||Chief Marketing Officer||CA|
Gen-Z, Millennial Opps: ABC News significantly increases digital ad spend
ABC News tripled its digital ad spend YOY in 2020, signaling an increased focus on reaching Gen-Z and millennial consumers.
According to Pathmatics, ABC allocated around $10m toward digital ads in 2020, again more than triple the roughly $2.9m it allocated in 2019. Last year, the company earned ~1.6b digital impressions through investments in Twitter (38%), desktop display (20%), Facebook (18%), Instagram (13%), desktop video (6%) and mobile display (5%) ads.
Additionally, Magellan reports ABC aired 231 podcast ads within the past year.
As I briefly mentioned, this increased digital ad spend, reliance on paid social channels and usage of podcast advertising lead me to believe ABC is primarily targeting Gen-Z and millennials. With all that's going on politically right now, audiences are searching for the most accurate news services they can find, so reach out if you can help differentiate ABC from its competitors. Kantar data reveals the company also invests in OOH, print, radio and local broadcast.
Agency & martech readers - I see no major reasons why ABC would shift its roster around anytime soon, so read elsewhere for more immediate opportunities. Winmo states the company works with ARENAS (multicultural).