215 McCann | Agency Profile, Contacts, AOR, Client Relationships
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215 McCann Contacts
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| Ian F. | Copywriter | CA | ||||||||||||
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| Scott D. | Founder, Partner & Chief Creative Officer | CA | ||||||||||||
| Nicole S. | Business Director | CA | ||||||||||||
| Brad M. | Creative Director | CA | ||||||||||||
| Savannah H. | Senior Art Director | CA | ||||||||||||
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Female Millennial, Gen-X Opps: LinkedIn starts targeting women with new ad (Score 30)
promotes the ways in which it's creating a more equitable work for women in its latest campaign. Made by agency VCCP, the campaign is currently running in other regions but will likely expand to the US if it does well. It's important because LinkedIn usually targets men; this is a notable shift in its marketing strategy. Sellers should get in touch soon to see what LinkedIn has planned.
So far this year, iSpot reports the company has allocated roughly $17.3m toward national TV commercials, 36% more than the roughly $12.7m it had allocated by this point last year. LinkedIn ended up allocating roughly $32.4m toward this channel last year, 56% more than the roughly $20.7m it allocated in 2020. The company's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, College Basketball, NBA Basketball, College Football and Shark Tank.
According to Pathmatics, LinkedIn has spent approximately $16.8m on digital ads YTD, only around a third of the approximately $46.7m it spent within the same 2021 timeframe. In 2021, the company's estimated full-year spend of $72.6m reached nearly 3x that of $26.8m in 2020. Since the beginning of 2022, LinkedIn has earned around 2b digital impressions via Facebook (41%), desktop video (31%), desktop display (13%), Instagram (7%), Twitter (6%) and mobile display (1%) ads. The majority (95%) of this year's desktop video ads have been placed site direct onto youtube.com.
Hopefully, digital spend will pick back up soon; in the meantime, though, I'd focus on more traditional channels such as TV. Kantar data shows LinkedIn also invests in print, OOH, radio and local broadcast. The rise in TV spend leads me to believe it's targeting millennials and Gen-X more than Gen-Z right now. Of course, it also targets business DMs in search of employees. The company tends to target men more, but this new work is obviously designed to target women. Sellers, contact sooner rather than later if you can offer relevant ad space.
Agency & martech readers - late 2018.