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Male Media Opps: Google taps media AOR as spend increases significantly (Score 25)

Without a formal review, Google. The two have partnered before on all digital and programmatic media buying, but Omnicom had handled the business's offline portion; PHD had handled the US business. The account was moved, though, in order to consolidate Google's agency roster. The expansion of its relationship with Essence will affect Google's strategy, so keep the company on your radar.

So far this year, iSpot reports Google has spent approximately $131.1m on national TV commercials, up 33% from the approximately $98.7m it spent within the same 2020 timeframe. The search engine giant ended up spending approximately $125m on this channel last year, up 71% from the approximately $72.9m it spent in 2019. Google's 2021 commercials have targeted male sports enthusiasts watching programs such as the 2020 Tokyo Olympics, NBA Basketball, NFL Football, MLB Baseball and Law & Order: Special Victims Unit.

According to Pathmatics, the company has allocated roughly $158.8m toward digital ads YTD, already 32% more than the roughly $120.1m it allocated in all of 2020. In 2020, Google's estimated full-year spend ($120.1m) jumped 26% from that of $95.6m in 2019. Since the beginning of 2021, the company has earned around 21.1b digital impressions via Instagram (45%), Facebook (30%), desktop display (13%), Twitter (7%), desktop video (3%) and mobile display (2%) ads. 

Additionally, Magellan reveals Google has aired almost 1.6k podcast ads within the past 12 months.

The company is primarily targeting Gen-Z and millennials right now, especially men, so it may also invest in OTT advertising. Sellers able to offer relevant ad space should contact soon to do so.

Agency & martech readers - We certainly may see additional roster shifts follow this one; get in touch soon to offer creative, PR, digital analytics and/or social media management services. Right now, Google works with digital AOR Anomaly. Since it's working with so many creative shops and is looking to consolidate its roster, you'll likely have the best luck offering creative assistance.