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|Rob R.||Chief Executive Officer- North America||MI|
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|Ken B.||Global Chief Executive Officer||MI|
Millennial, Gen-X Momvertising Opps: MilkPep embarks on new strategy adventure in new campaign
So far this year, Pathmatics reports MilkPep has spent roughly $198.3k on digital ads, a sliver of the roughly $5.8m it spent within the same 2020 timeframe. The organization's approximate full-year 2020 spend more than doubled to $10.9m from that of $4.1m in 2019. YTD, MilkPep has earned around 60.4m digital impressions via desktop display (85%) and mobile video (15%) ads. Top site destinations for this year's desktop display ads have included amazon.com (70%), yahoo.com, finery29.com, finance.yahoo.com and politico.com.
Additionally, according to Magellan, MilkPep has aired 53 podcast ads within the past 12 months.
Hopefully, the organization's digital spend will pick back up with this new campaign. If its spend does remain low, sellers should primarily offer ways to optimize that low spend. Right now, MilkPep's traditional momvertising target demographic skews strongly toward millennials.
Agency & martech readers - This organization doesn't show signs of upcoming agency reviews, so focus your attention elsewhere for now.