Multiply | Agency Profile, Contacts, AOR, Client Relationships
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Multiply Contacts
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| Dan B. | Chief Executive Officer | DC | ||||||||||||
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| Matthew B. | Head Of Innovation & Creative | DC | ||||||||||||
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WinmoEdge
Dadvertising Opps: Ace Hardware launches holiday ad as spend increases
O'Keefe Reinhard & Paul, its creative, digital and social AOR, and with the assistance of Beacon Street Studios. A clever new version of "Carol of the Bells" uses the sounds of products that Ace sells to create a Holi-DIY Orchestra music track. It was all recorded live.
So far this year, iSpot reports the company has allocated roughly $46.4m toward national TV commercials. Last year, Ace ended up allocating roughly $53.6m toward this channel, up 28% from the roughly $41.8m it allocated in 2019. Its 2021 commercials have targeted boomers watching programs such as The Crazies [Movie], Rare Silver Eagles, Remove THE VIRUS from Your Home!, Gold 1893 Rare Coin and B1G Wrestling: On the Mat.
According to Pathmatics, Ace has spent approximately $6.4m on digital ads YTD, up 16% from the approximately $5.5m it spent in all of 2020. The company's estimated full-year 2020 spend ($5.5m) was up 28% from that of $4.3m in 2019. Since the beginning of 2021, Ace has earned around 690.5m digital impressions via Facebook (55%), Instagram (29%), desktop video (9%), desktop display (5%) and mobile display (1%) ads.
Additionally, Magellan reveals the retailer has aired 58 podcast ads YTD.
Ace is currently targeting boomers via TV and Gen-Z via paid social. It does especially target men, particularly dads. Per Kantar data, the company also invests in radio, OOH, print and local broadcast. Sellers able to offer relevant ad space should contact.
Agency & martech readers - I see no signs of upcoming agency reviews, but you may be able to establish project-based partnerships down the road. Along with OR&P, Ace works with PR, social and experiential AOR ForwardPMX.