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Female Gen-Z Opps: Urban Outfitters significantly increasing digital spend
Urban Outfitters (UO)'s marketing and creative spend will continue to grow this quarter in support of its digital channel growth, according to execs in its latest earnings call. Right now, the company is primarily promoting its eCommerce channel since it experienced a 120% increase in new digital customers last quarter.
So far this year, Pathmatics reports UO (and all its subsidiaries combined) has spent roughly $2.2m on digital ads. This amount has already reached 73% of the roughly $3m the company spent in all of 2020, and it's around 3x the roughly $737.8k that UO spent within the same 2020 timeframe. The company's estimated full-year spend of 2020 ($3m) increased by 58% from that of $1.9m in 2019. UO has earned ~293.3m digital impressions YTD via Instagram (68%), Facebook (25%), desktop display (5%) and mobile display (2%) ads.
Additionally, Magellan reveals UO has aired four podcast ads within the past 12 months.
The company is targeting Gen-Z via paid social right now, so it may also invest in OTT. Right now, most of its digital ads target women in particular. Per Kantar data, UO additionally utilizes print (local and national magazines) and OOH media.
Agency & martech readers - You may still be able to secure brand-specific work for Axiom Marketing Communications (PR).