Publicis.Sapient | Agency Profile, Contacts, AOR, Client Relationships
Service: interactive specialty
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Publicis.Sapient Contacts
| Name | Title | State | ||||||||||||
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| Sabrina M. | Senior Managing Director | CA | ||||||||||||
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| Mahesh N. | Senior Director Technology - Data Strategy, Architecture, & Analytics, Big Data, End to End Program Management | CA | ||||||||||||
| Trilby P. | Director, Resource Manager | CA | ||||||||||||
| Kathleen K. | Director, Digital Product Management | CA | ||||||||||||
| Kenneth L. | Senior Director, Art | CA | ||||||||||||
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Agency & Martech Opps: Honda tap seeks agency partner for portion of media remit, increases digital ad spend
Horizon Media. Honda is reportedly trying to consolidate its media business into a smaller number of shops.
The company is also in the process of developing a new HR-V Crossover SUV that will launch only in America, showing that it's particularly focused on growth in the US.
iSpot reports Honda's national TV commercials of 2020 targeted male sports fans watching programs such as NFL Football, NBA Basketball, NHL Hockey, College Football and Law & Order: Special Victims Unit. The company allocated an estimated $205m toward this channel last year, down % from the estimated $280.6m it allocated in 2019.
Honda spent roughly $42.4m on digital ads in 2020, according to Pathmatics, up % from the roughly $32.6m it spent in 2019. It earned ~3.7b digital impressions last year via desktop video (60%), desktop display (23%), Facebook (8%), mobile display (6%) and Instagram (1%) ads. 85% of desktop videos were placed site direct onto destinations such as yahoo.com (43%), finance.yahoo.com, hulul.com, youtube.com and sports.yahoo.com.
Additionally, per Magellan, Honda has aired 495 podcast ads within the past 12 months.
As you can see, the company's higher digital ad spend was in part made possible by lower TV spend. This shift, along with Honda' reliance on Hulu, YouTube and podcast ads signals its traditionally male-oriented target demographic currently skews strongly toward millennials. It also skews toward parents. In the past, Hulu has also utilizes nostalgia-evoking advertising, which is particularly successful among millennial consumers (more here). Kantar reveals it additionally invests in OOH, print, radio and local broadcast media.
Agency & martech readers - Once this media review concludes, the company may conduct additional ones; keep it on your radar to reach out in the next several months. Along with the aforementioned shops, Honda works with creative AOR Quantasy handles AA and Asian media.