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Ogilvy Contacts
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| Pablo G. | Chief Growth Officer & New BusinessDevelopment - Latin America & U.S. Hispanic Markets | FL | ||||||||||||
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| Olav v. | Regional Chief Finance Officer - Latin America | FL | ||||||||||||
| Kristine L. | Account Director - Social (Coca-Cola) | FL | ||||||||||||
| Manu G. | Director, Strategy | FL | ||||||||||||
| Uriel S. | Creative Director | FL | ||||||||||||
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WinmoEdge
Gen-X, Millennials & B2B Opps: IBM debuts "Let's Create" campaign (Score 59)
years. It will be released in three segments over the next several months and will feature multiple video ads. These ads will be supported across linear and connected TV, digital, OOH and social media. IBM worked with its creative AOR Ogilvy on the campaign.
According to Pathmatics, IBM earned 183.6m impressions YTD through Twitter ads (93%), desktop video ads (5%) and desktop display ads (2%). It placed the majority (99%) of these ads site direct twitter.com, youtube.com, yahoo.com, zdnet.com and thesimpledollar.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto sites such as stackoverflow.com, stackechange.com, yahoo.com, cnn.com and marketwatch.com. It spent approximately $977.8k on digital display ads YTD, just 28% of the $3.5m spent in this channel during the same time period of 2021. Full-year spend fell 35% from $66.2m in 2020 to $42.7m in 2021.
Magellan estimates IBM placed around 5.7k podcast ads over the last 365 days.
Per iSpot, IBM spent around $37.9m on national TV ads YTD during programming such as "NFL Football," "2022 Winter Olympics," "2022 Daytona 500," "NBA Basketball" and "Monday Night Countdown." Full-year spend fell 11% from $61.4m in 2020 to $54.4m in 2021. It did not allocate any budget towards this channel during the same time period of 2021.
Sellers-- IBM targets both businesses and consumers through digital display and national TV ads. On the consumer side, it seems the company is primarily targeting Gen-X and millennials with a male skew. It decreased spend in 2021. However, I predict it will ramp spend up in 2020 because it just launched a campaign. It also invests in OOH, print and local broadcast TV ads, per Kantar. Sellers should reach out to offer last-minute campaign ad space.
Agency & martech readers-- IBM works with creative AOR Weber Shandwick. Keep reaching out to Adashek to see if he plans on making any changes now that he runs the marketing department. You might consider offering project-by-project assistance as well.