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Female Gen-Z, Millennial Opps: Signet Jewelers plans to increase spend in fiscal 2022

wrote to inform you about Signet purchasing Rocksbox earlier this year. 

Per Pathmatics, Signet earned 2b impressions YTD through Instagram ads (59%), Facebook ads (22%), desktop video ads (12%), desktop display ads (4%), mobile display ads (2%) and mobile video ads (2%). It placed the majority (96%) of these ads site direct onto sites such as instagram.com, facebook.com, youtube.com, twitter.com and abcnews.go.com. It placed the remainder (4%) through a variety of indirect channels onto sites such as yahoo.com, reddit.com, foxnews.com, xda-developers.com and mocospace.com. It spent around $15.8m on digital display ads YTD, a significant jump from $4.3m spent in this channel during the same time period of 2020. Full-year spend increased 10% from $13.6m in 2019 to $15m in 2020. 

You can view our national TV spend chart for Jared, Zales and Kay here. All data comes from iSpot.

Sellers-- Signet mainly targets millennial and Gen-Z women through digital display and national TV ads. It has been increasing spend in both channels and plans to continue adding dollars throughout the year. It also targets gift-giving men. Signet also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Remember, Signet plans on ramping up spend, so start reaching out to secure some of these extra ad dollars. 

Agency & martech readers-- To the best of my knowledge, Signet works with McKinney (Jared's creative). I recommend looking for work elsewhere for the time being as there are no signs of an upcoming review.