Merkle | Agency Profile, Contacts, AOR, Client Relationships
Service: crm, digital, media
- Main Telephone
- (610)-879-8000
Merkle Contacts
| Name | Title | State | ||||||||||||
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| Stephanie F. | Sales Director, Retail Media | MD | ||||||||||||
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| Nate R. | Director, Client Service - Cardinal Path | MI | ||||||||||||
| Jackie H. | Director, New Stream Media | MI | ||||||||||||
| Erin R. | Head, Digital Activation | NY | ||||||||||||
| Samantha H. | Media Director | MA | ||||||||||||
Client Relationships
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WinmoEdge
Napa Auto Parts ramps up radio spend as part of new campaign
Per iSpot, Napa spent approximately $4.6m on national TV ads YTD, a 15% decrease from $5.4m spent in this channel during the same time period of 2021. Full-year spend fell by 22% from $12.1m in 2020 to $9.4m in 2021. This year, it placed ads during programming such as Two and a Half Men, SportsCenter, NBA Basketball, Naked and Afraid and The Office.
According to Pathmatics, Napa earned 116.2m impressions YTD through Facebook ads (77%), Twitter ads (13%), Instagram ads (8%) and desktop display ads (2%). It placed 100% of these ads directly onto sites such as facebook.com, twitter.com, instagram.com, atlantafalcons.com and ruralradio.com. It spent around $895.3k on digital display ads YTD, just 60% of the $1.5m spent in this channel during the same time period of 2021. Full-year spend fell by 23% from $3m in 2020 to $2.3m in 2021.
Sellers-- Napa mainly targets millennial men. It allocates the majority of its marketing funds toward digital display and national TV ads. The company has been decreasing spend across both channels over the past two years. While these spend declines are related to the company ramping up radio spend, I do expect TV and digital spend to increase considering it just launched a campaign. Napa also invests in OOH, radio and local broadcast TV ads, per Kantar. Please click here to view Napa's location finder to see where you may be able to provide local ad space. Sellers should get in touch soon to offer last-minute campaign ad space to score some of these extra ad dollars.
Agency & martech readers-- Napa tapped Spark Foundry. I recommend offering media or digital services for the best chance of picking up some of Napa's work. Those of you with auto-care experience will likely have an upper hand over the competition.