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Gen-Z, Millennial Digital Opps: Deckers Outdoor increases digital spend to reach younger consumers

here. 

According to Pathmatics, Deckers earned 1b impressions YTD through Instagram ads (49%), desktop video ads (20%), Facebook ads (15%), desktop display ads (13%), mobile display ads (2%) and Twitter ads (1%). It placed the majority (89%) of these ads site direct onto sites such as instagram.com, facebook.com, youtube.com, finance.yahoo.com and yahoo.com. It placed the remainder (11%) through a variety of indirect channels onto sites such as yahoo.com, reddit.com, sneakernews.com, brainly.com and fandom.com. It spent around $7.7m on digital display ads YTD, a significant jump from $3.5m spent in this channel during the same time period of 2020. Full-year spend equaled $12.5m in 2020, a 12% increase from $11m in 2019. 

Per iSpot, Deckers only invests in national TV ads for Hoka One One. Hoka spent about $7.7k on national TV ads YTD during "The Chris Nikic Story." It did not allocate any budget towards this channel in 2020, but it spent around $8.4k in 2019. 

Sellers-- Deckers is primarily targeting Gen-Zers and millennials with a slight female skew. It reaches these demographics through digital display. The company placed the majority of these ads directly onto Instagram and Facebook and has been increasing spend in this channel. Deckers also invests in print ads, per Kantar. Sellers should reach out offering ad space. 

Agency & martech readers-- I believe Deckers has an in-house media team, with OutsidePR serving as PR AOR for Hoka One One. I do not see any major signs pointing to a review, but OutsidePR is past the three-year average agency tenure. You could be able to pick up some of this company's business, so reach out to pitch your services.