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Gen-Z Opps: Jet's Pizza's digital ad spend surges amid focus on delivery
Jet's Pizza experienced a surge in digital ad spend last year. Since the popularity of picking up and getting food delivered is especially high right now due to the global pandemic, I expect this upward slant in spend to continue throughout 2021.
Right now, Jet's is primarily promoting its rewards app and curbside pickup and contact-less delivery services.
Pathmatics reports that Jet's allocated an estimated full-year total of $1.2m toward digital ads in 2020, nearly double that of $694.9k in 2019. Last year, the pizza chain earned ~133.5m digital impressions thanks to investments in Facebook (53%), desktop video (29%), desktop display (10%), Instagram (7%) and mobile display (1%) ads. 86% of desktop video ads were placed site direct onto YouTube.
As you can see by Jet's sharp increase in digital ad spend and heavy reliance on Facebook and YouTube advertising, it's primarily targeting Gen-Z right now. To do so, it will likely expand in the next several months into additional digital channels such as OTT and/or podcast. According to Kantar, Jet's also invests in OOH and local broadcast. hold planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - Jet's doesn't show any reason for upcoming agency reviews, so seek more immediate opportunities right now. To the best of our knowledge, it has an in-house media team but also outsources some media, along with its creative remit, to Lerner Advertising.