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Told Ya!, Campaign Imminent: Unity Technologies taps first media AOR after tapping first CMO (Score 57)

News: 

• The agency will now handle global media strategy, planning and buying, and data measurement.
• Its goal will be to incorporate these things into campaign strategy and activation.
• Currently, Media.Monks's media strategy and planning VP, Ashley Casiano, works with its real-time and virtual worlds SVP, Tim Dillon, to lead a 15-person team for the account.
• Previously, Unity worked with a variety of agencies on media responsibilities.
• Agency search consultancy Tenx4 led the review.
• This agency hire comes not long after Unity appointed its first-ever CMO, Carol Carpenter, in March 2022.
• The company is likely to:
  • Launch a new campaign soon
  • Conduct additional agency reviews
• Target demographic: Male millennial and Gen-X creators ranging from game developers to artists, architects, and others in need of ways to create and operate real-time 3D (RT3D) content. The company especially targets Hispanic audiences via its TV commercials.

Additional strategy insights:

• Unity's current focus centers around reaching a wider variety of consumers using its technology. The company will continue using new media strategies to account for that diverse usage.
• Unity's marketing team has also grown; in May 2022, Daniel Crough joined the company as a senior content marketing manager.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Unity has spent approximately $105k on national TV commercials; it did not utilize this channel at all in 2021. 
  • Last year: The company did not utilize this channel in 2021 after having spent around $13.7k on it in 2020.
  • 2022 ad programming: Unity's 2022 commercials have targeted Hispanic viewers of shows such as Soltero con hijas, ¡Despiera América!, El gordo y la flaca, Tu cara me suena, and Aquí y Ahora.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has allocated roughly $6.1m toward digital ads YTD, down 34% from the roughly $9.3m allocated by this point last year.
  • YTD data: Since the beginning of 2022, Unity has earned ~1.4b digital impressions via desktop display (73%), Facebook (20%), Twitter (5%), and Instagram (3%) ads.
    • The company has placed most of this year's desktop display ads site direct onto destinations such as youtube.com (56%), thesimsresource.com, kotaku.com, tappedout.net, and mmo-champion.com.
  • Last year: In 2021, the company's estimated full-year spend of $13.8m reached nearly double that of $7.5m in 2020. 

Additional agency insights:

• Opportunity: Since agency reviews often follow one another, get in touch soon to offer creative, PR, digital analytics, and/or social media management services. The recent CMO selection makes additional agency reviews even more possible.
• Current agency roster:
  • No additional agency partners, to the best of our knowledge

Insight Sources: Broadcast insights estimated by Pathmatics.