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Campaign Imminent: Dairy Farmers of America taps new AOR amid digital spend increase
gravity.labs as its new AOR to spearhead creative, digital, social, media and PR. The agency will develop and execute two separate year-long campaigns, so sellers should start reaching out soon.
iSpot does not report any recent national TV commercial spend, but DFA could start using this channel under its new AOR.
According to Adbeat, DFA's digital display ad spend really picked up in January 2020; out of the roughly $6,900 spent from March 2018-2020, 94% ($6,500) was spent at the beginning of 2020. We should see spend in this channel continue increasing since gravity.labs will lead digital efforts. Recent placements were mostly native ads placed via Nativo ($5,700) on sites such as bulbagarden.net ($809), yourtango.com, knowyourmeme.com, wgntv.com and observer.com.
DFA is also rather active on social media platforms, so you should also consider offering paid social space. Additionally, Kantar data indicates that the company utilizes OOH, print (magazines), radio and local broadcast. DFA tends to target parents, especially moms, and the rise in digital display spend signals that it especially wants to reach millennial and Gen-Z moms. Again, reach out soon to secure last-minute ad dollars for the company's upcoming new work from gravity.labs.
Agency & martech readers - Since DFA's work is all tied up, prospect elsewhere for now.