Gen-Z, Millennial Media Opps: Urban Outfitters targets younger consumers, plans to increase spend (Score 36)
Sales lead: Reach out to this company to offer relevant ad space and inquire about agency opportunities.
- Urban Outfitters (UO) announced during its recent Q3 earnings report that it plans on increasing promotional activity and marketing spend.
- The company hopes this will help it attract new customers and clear existing inventory.
- UO plans on targeting younger consumers going forward as well.
- The company also lost its president, Francis Pierrel, in December.
Recent hires:
- Liz McDonough joined as experiential marketing manager in August 2022.
- Cara Browning joined as affiliate digital marketing manager in May 2022.
- Catherine Williams joined as brand marketing head in May 2022.
UO's target demographic: Gen-Zers & millennials
The company will likely:
- Ramp up ad spend & promotional activity
- Invest in new & experiential marketing methods
- Hire additional agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: UO spent around $19.5k on national TV ads YTD.
- Last year: It did not allocate any budget toward this channel in 2020 or 2021.
- 2022 ad programming: It placed ads during programming such as Maleficent [Movie], The Incredibles [Movie], Family Guy, Ghostbusters, and Decorating Disney: Halloween Magic.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: UO spent nearly $6m on digital display ads YTD.
- YTD data: 752.2m impressions via Instagram (57%), Facebook (31%), desktop display (7%), mobile display (3%), and desktop video (2%).
- Last year: Full-year spend jumped from $2.9m in 2020 to $6.7m in 2021.
- Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, bustle.com, youtube.com, and retailmenot.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as yourohiovalley.com, yellowbot.com, yardbarker.com, yahoo.com, and xovain.com.
Additional channel insights
- UO also invests in OOH and print.
Agency analysis:
- Opportunity: The recent DM shifts could lead to agency shifts.
- Reach out to UO's marketing leaders to see if you can persuade them to use your services.
- I recommend offering digital, social media, & experiential assistance.
- Current roster:
Insight Sources: Broadcast insights estimated by Kantar.