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Gen-Z Opps: Bankrate taps creative AOR, launches first national campaign in over 20 years (Score 54)

Digital health service New Honor Society as its new creative AOR. The agency's first work for Bankrate, its first national brand campaign since 1999, just launched; "For Every Next" includes programmatic TV, online video and social media.

According to Pathmatics, Bankrate has spent roughly $1.4m on digital ads YTD. Its 2021 spend has already surpassed the roughly $972.5k that the company spent in all of 2020, and it's nearly tripled the roughly $56.6k that Bankrate spend within the same 2020 timeframe. The company's estimated full-year 2020 spend reached $972.5k, up 23% from that of $787.8k in 2020. So far this year, it has earned around 183m digital impressions Facebook (42%), Instagram (39%), desktop display (14%) and mobile display (5%) ads.

Bankrate's skyrocketing digital spend and heavy reliance on Facebook and Instagram show that it's mostly targeting Gen-Z right now; to reach this audience, its new creative AOR could easily lead it to additional digital channels. Remember its new campaign also included programmatic TV media. According to Kantar data, Bankrate started investing in national TV in 2020 after not having done so in 2018 or 2019.

Agency & martech readers - Agency reviews tend to follow one another, so get in touch soon for potential media, PR and/or digital analytics partnershpis since NHS is handling Bankrate's social media along with creative.