Argonaut, Inc. | Agency Profile, Contacts, AOR, Client Relationships
- Main Telephone
- (415) 633-8200
Argonaut, Inc. Contacts
|Katie M.||Chief Marketing Officer||CA|
Sample of Related Brands
|Ana D.||Chief Financial Officer||CA|
|Alan S.||Head, Strategy||CA|
|Jordan W.||Director, Group Brand||CA|
|Chad L.||Group Creative Director||CA|
Millennial, Gen-X Opps: NerdWallet helping consumers respond to pandemic-caused financial strain, planning Q3 ad spend increase (Score 70)
Kelly Gillease, CMO of financial services company last year, led the company to launch its first national branding campaign at the beginning of this year. When the global pandemic hit, she decided NerdWallet needed to be as helpful as possible. The coronavirus made millennials think about investing for the first time, search about unemployment benefits and ask questions about stimulus checks. If anything, the virus increased consumers' financial needs, positioning NerdWallet well to help impacted categories such as travel.
Thus, the company's execs decided to spend slightly more in Q2 than in Q1, per Gillease, while changing its messaging toward answering refinancing question with ads primarily made in-house. NerdWallet hasn't seen the same short-tern return as it did pre-pandemic, but it could gain in a key metric to increase brand awareness in Q3 while reducing media costs.
In April 2020, Gillease added Vanessa D'Amico to the company's marketing team as CRM marketing manager; D'Amico formerly served in the same role at Uber.
Per Adbeat, out of the $68.6m spent on digital display ads since May 2018, 76% ($52.2m) was spent after May 2019. It placed 56% of these ads site direct onto sites such as yahoo.com, msnbc.com, nbcnews.com, macworld.co.uk and sbnation.com. It placed 23% as native ads through Outbrain onto sites such as cnn.com, theverge.com, vox.com, people.com and thehill.com. It placed 19% of these ads programmatically through Google Display Network onto sites such as merriam-webster.com, dictionary.com, accuweather.com, weather.com and thesaurus.com. Finally, it placed 2% as video ads through YouTube onto sites such as youtube.com, metro.co.uk, usatoday.com, buzzfeed.com and telegraph.co.uk.
According to estimates, the company has boosting national TV ad spend recently allocating around $31.5m to this channel YTD, an exponential increase from $6.9m during the same time frame of 2019. Spend totaled $19.2m in 2019 and $8.2m in 2018. It mainly targets millennials and Gen-Xers via this channel (see targeting right).
It invests in local advertising such as OOH, broadcast and radio, but remember most companies will pull back on notable OOH media spend until consumers resume normal driving behaviors. As briefly mentioned, NerdWallet's target demographic primarily consists of millennials and Gen-X; since this audience is mostly stuck at home and consuming more media than ever, this could also provide paid social, podcast and/or OTT ad space.
Agency & martech readers - NerdWallet seems pretty content with its in-house marketing team, but it wouldn't hurt to keep the company on your radar for future work. We believe Argonaut also handles some creative.