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Momvertising eCommerce Opps: Swiffer increases digital display ad spend

Mop brand 

iSpot approximates the brand's YTD national TV spend of $73.9m targeted millennials and Gen-X with a female skew, along with Hispanic audiences (see targeting right), down 5% from the $77.9m spent by this point last year. In all of 2019, Swiffer allocated around $121.9m toward this channel, a 16% drop from $144.7m in 2018.

As briefly mentioned, the brand's digital display spend is the primary area that's experienced recent increases; according to Adbeat's estimations, out of the roughly $175.3k spent from August 2018-2020, 79% ($137.7k) was spent from August 2019-2020. Most of the past year's ads were placed site direct ($122k) onto destinations such as yahoo.com ($120.5k), go.com, tiermaker.com, oprah.com and goodmorningamerica.com.

Swiffer's increased digital display ad spend leads us to believe its traditional mom-oriented target demographic primarily consists of Gen-Z and millennials. Thus, it may also utilize paid social and/or OTT. P&G is largely focused on its eCommerce business right now. Kantar data reports Swiffer additionally uses OOH, print, radio and local broadcast.

Agency & martech readers - P&G shows no major signs of upcoming reviews, so read elsewhere for now. The company partners with a slew of brand-specific agencies (more details here), and Winmo states Swiffer works with Carat (media buying and planning).