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Male Millennial, Gen-X Opps: Columbia Sportswear continues focusing on D2C

In its recent Q4 earnings call, execs of 

According to iSpot, the company's national TV commercials for 2019 all aired during Q4; since this is when it gets cold and nothing has been allocated toward this channel yet this year, we should see a similar pattern during Q4 2020. CS's 2019 spend reached around $2.3 million and targeted male, sports-oriented audiences (see targeting right); this marked an exponential increase from around $368.4k in 2018.

On the other hand, Adbeat reports that the company's digital display ad spend dropped significantly to ~$1.1 million (February 2019-2020) from ~$3.2 million (February 2017-2018). Most of the past year's ads were placed site direct ($776.6k) on publishers such as bustle.como ($290.9k), romper.com, outsideonline.com and gearpatrol.com.

Considering the drop in digital display and the rise in national TV, CS seems to want to reach outdoorsy older millennial and Gen-X men; since digital display is dropping, you may have an easier time offering paid social. CS also sponsors athletes such as Cathy Sharp; additionally, it uses sweepstakes such as its Promise Dream Job campaign, which awarded a winning customer with $10,000 for a positive change they wanted to create. This initiative generated over 60 million impressions, per the call. Kantar indicates that CS also utilizes search, print and local broadcast; it also used OOH in 2017 and 2018, but since we don't yet have info for Q4 2019, we're not yet sure if this carried into last year.

Agency & martech readers - Since we don't see any major triggers of agency reviews at this time, read elsewhere for more immediate opportunities. Weber Shandwick (PR AOR).