Conill Advertising, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: multicultural marketing, Hispanic specialty
- Main Telephone
- (305) 351-2901
Conill Advertising, Inc. Contacts
|Chris T.||Chief Communications Officer||FL|
Sample of Related Brands
|Julia E.||Account Director||FL|
Gen-Z Media Opps: Crest's YOY digital ad spend nearly tripled in 2020
Personal care brand here); since Crest's products, particularly its toothpaste, are essential despite the global pandemic, P&G will continue to invest heavily in this brand.
According to Pathmatics, Crest allocated around $13.6m toward digital ads in 2020, nearly 3x the roughly $5.4m it allocated in 2019. In 2020, the brand earned ~1.8b digital impressions through the usage of Instagram (57%), desktop video (31%), Facebook (9%), Twitter (2%), desktop display (1%) and mobile video (1%) ads.
In 2020, iSpot reports Crest's national TV commercials targeted millennials viewing shows such as The Late Show With Stephen Colbert, SpongeBob SquarePants, Ridiculousness, The View and Today With Hoda & Jenna. The brand allocated an estimated $96.2m toward national TV last year, down 8% from the estimated $105.1m it allocated in 2019.
Additionally, per Magellan, within the past year, Crest aired four podcast ads: two for its Crest brand and two for its pro-active defense brand.
The fact that Crest is shifting away from national TV toward digital, especially paid social, advertising signals a strengthened effort to reach relatively young (Gen-Z) consumers. To do so, the brand may also invest in OTT. Kantar data reveals that Crest does additionally utilize radio and local broadcast.
Agency & martech readers - Where Crest is specifically concerned, P&G works with an in-house media team, here. The company shows no major signals of upcoming agency reviews at this time.