Wavemaker | Agency Profile, Contacts, AOR, Client Relationships
Service: media agency
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- (312) 674-6825
Wavemaker Contacts
| Name | Title | State | ||||||||||||
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| Kody M. | Director, Marketing Intelligence & Science | IL | ||||||||||||
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| Seow Leng P. | Executive Director, Client Solutions | IL | ||||||||||||
| Vince G. | Manager, Business Analytics & Measurement | IL | ||||||||||||
| Pearce H. | Manager, Paid Search | IL | ||||||||||||
| Margaret Z. | Manager, Planning | IL | ||||||||||||
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WinmoEdge
Gen-Z, Millennial Media Opps: DoorDash launches subscription plan for college students (Score 61)
told you about DoorDash creating a new position by naming Kofi Amoo-Gottfried CMO in December 2021.
According to Pathmatics, DoorDash earned 5.4b impressions YTD through Facebook ads (52%), Instagram ads (27%), desktop video ads (18%) and desktop display ads (2%). It placed 100% of these ads site direct onto sites such as facebook.com, instagram.com, youtube.com, brainly.com and espn.com. It spent approximately $51.5m on digital display ads YTD, nearly equal to the $51.7m spent in this channel during the same time period of 2021. Full-year spend increased by 77% from $89.9m in 2020 to $159.5m in 2021.
Magellan reports DoorDash placed approximately 380 podcasts ads over the last 365 days.
Per iSpot, DoorDash spent around $18.3m on national TV ads YTD, a 30% decrease from the $26.2m spent in this channel during the same time period of 2021. Full-year spend increased by 9% from 68m in 2020 to $74.4m in 2021. This year, it placed ads during programming such as "NBA Basketball," "College Football," "The First 48," "Friends" and "The Office."
Sellers-- DoorDash primarily targets Gen-Zers and millennials through digital display and national TV ads. The company increased spend across both channels in 2021, especially digital spend. The new subscription plan for college students indicates it is trying to reach Gen-Zers more effectively. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. I predict DoorDash will launch a campaign, or at least some fresh creative to promote the new subscription plan. Sellers should reach out to offer ad space.
Agency & martech readers-- DoorDash currently works with creative AOR Wavemaker. We have not seen any changes to this company's roster since it named Amoo-Gottfried CMO last year. I advise readers to keep reaching out to see if DoorDash needs any more help, or it its is planning a review.