Trilia | Agency Profile, Contacts, AOR, Client Relationships
Service: independent full-service media agency from Hill Holliday
- Main Telephone
- (617) 366-4000
|Kimberly H.||Vice President & Associate Media Director||MA|
Sample of Related Brands
|Alexandra B.||Vice President & Director, Media - Hill Holliday||MA|
|Timothy U.||Senior Media Buyer||MA|
Gen-X, Millennial Female Opps: Havertys prepares big marketing push
Havertys Furniture Company announced, what it describes, a "major multimedia marketing campaign," for May 2021 in its Q1 earnings report. The details regarding this campaign are sparse, but the company's goal is to separate itself from its competition and to promote its service, quality and design. The company also reported it spent about $1m on advertising in Q1 2021 compared to the year prior. Sellers should start contacting this company to see what types of ad space you may be able to provide.
According to Pathmatics, Havertys earned 130.7m impressions through desktop video ads (58%), Instagram ads (19%), desktop display ads (14%), Facebook ads (8%) and mobile display ads (1%). It placed 100% of these ads site direct onto sites such as youtube.com, instagram.com, zillow.com, facebook.com and redfin.com. It spent around $1.4m on digital display ads YTD, down 30% from $2m spent during the same time period of 2020. Full-year spend equaled $4.7m, a big jump from $1.4m in 2019.
Magellan reports Havertys placed close to 100 podcast ads over the last year.
Per iSpot, Havertys spent around $297.7k on national TV ads YTD, a significant jump from $61.3k spent during the same time period of 2020. Full-year spend totaled $195.4k in 2020, a slight 4% increase from $188k in 2019. This year, it placed ads during programming such as "Access Hollywood," "Extra," "Entertainment Tonight," "Wheel of Fortune" and "Two and a Half Men."
Sellers-- Havertys targets Gen-X and millennials with a female skew through national TV and digital display ads. So far this year, the company has been increasing national TV spend, while decreasing digital spend, which leads me to believe TV ads are providing a higher ROI. It also invests in local broadcast TV ads, per Kantar. Reach out soon to secure possible last-minute campaign ad dollars.
Agency & martech readers-- Havertys picked up full-service AOR EP+Co in February 2020. I see no signs pointing towards a potential agency review. You will probably have better luck looking for work elsewhere.