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Campaign Imminent: LG Electronics names PHD its global media AOR amid digital display ad spend increase (Score 32)

According to iSpot, LG is only promoting its household appliances with national TV commercials right now, as opposed to its mobile service, TV, tablets or audio. YTD, the company has spent $6.2 million on this channel, largely targeting millennials and Gen-X (slight female skew - see targeting right). LG's total 2018 spend decreased to $7 million from $24.3 million. They probably realized they could more effectively reach millennials through other (cough, digital, cough) platforms.

Within the past 12 months, Adbeat reports that LG has spent $9.8 million on digital display adverts placed primarily programmatically via Google ($6.9 million) on publishers such as ebay.com ($950,400), accuweather.com, rumble.com and littlethings.com. This reflects a 75% increase from the $5.6 million spent during the 12 months prior (Nov 2017-2018).

LG also promotes its mobile phones and electronics, so keep an eye out for product launches. These brands tend to target men, with its appliances targeting women, especially moms. Its products are available online and at certain retailers such as Qualcomm to launch a new in-car experience. Overall spend is declining as LG tries to improve ROI. The company also utilizes print, radio, OOH and search, per Kantar.

Agency & martech readers - since, as you know, agency reviews often follow one another, reach out soon for potential creative, digital and/or social duties. Your competition may include the following: 72andSunny (creative).