Chemistry | Agency Profile, Contacts, AOR, Client Relationships

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Gen-X, Millennial Media Opps: Frontdoor promotes new app with brand campaign (Score 57)

Sales lead: Get in touch now to offer last-minute campaign ad space. 

• Frontdoor just kicked off a campaign to promote its new brand, which is also called Frontdoor.
• The Frontdoor brand is an app that helps users find home repair services & maintenance. 
• The push will be supported across broadcast, digital, CRM, and social media. 
• It worked with Chemistry on the app. 
• We told you about Frontdoor's new CMO last June. 
• Frontdoor's portfolio of brands includes America Home Shield (AHS), HSA, Landmark, and OneGuard. 

Frontdoor's target demographic: Gen-X & millennial homeowners. 

The company will likely:

• Continue ramping up ad spend
• Invest in new product offerings
• Experiment with new ad channels to reach a broader audience 

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: AHS spent approximately $4.6m on national TV ads YTD, a 39% increase from $3.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped by 20% from $20.5m in 2021 to $16.5m in 2022. 
• Ad programming: It placed ads during programming such as College Basketball, The Price Is Right, The Ingraham Angle, Major Crimes, and Skip and Shannon: Undisputed. 

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

• YTD spend: Frontdoor spent around $544.7k on digital display ads YTD, a 62% increase from $337k spent in this channel during the same time period of 2022. 
• YTD data: 77.2m impressions via YouTube (44%), Facebook (40%), Instagram (7%), desktop video (7%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend jumped 35% from $2.6m in 2021 to $3.5m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, 247sports.com, and aarp.org. It placed 2% of these ads indirectly through Google AdX+AdSense and an unknown channel onto sites such as cbssports.com, scout.com, maxpreps.com, aarp.org, and zillow.com.

Agency analysis:

• Opportunity: Reach out if you can help Frontdoor promote its new app. 
• Current roster:
  • Fallon: creative AOR
  • Chemistry: media, digital, social, & PR

Insight Sources: Broadcast insights estimated by Pathmatics.