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|Jason M.||Senior Vice President & Executive Director, Digital & Social||CA|
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|Hugo C.||Design Director||CA|
|Shannon K.||Director, Influencer Relations||CA|
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21+ Male Opps: Sierra Nevada significantly increases digital spend (Score 75)
Just after Sierra Nevada (SN) has increased its digital ad spend significantly. Sellers able to get this brand in front of 21+ men should contact soon to secure last-minute ad dollars for the rest of 2021.
So far this year, Pathmatics reports the brewer has spent roughly $1.6m on digital ads, over double the roughly $761.9k it spent within the same 2020 timeframe. SN's estimated full-year 2020 spend similarly more than doubled to $1.9m from that of $891.9k in 2019. It has earned around 195.9m digital impressions YTD via Facebook (42%), Instagram (42%), desktop display (17%), desktop video (9%) and mobile display (3%) ads.
Also, according to Magellan, SN has aired 231 podcast ads within the past 12 months; it only aired 29 within the prior 12-month period.
As you can tell, the company is primarily targeting drinking-age (21+) via paid social channels; it may expand into OTT spaces within the coming months. SN's target demographic also has a strong male skew.
Agency & martech readers - The brewer is still vulnerable to review due to its Admirable Devil). Offer your media services soon if you haven't yet done so.