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Millennial Media Opps: Visible stars Daniel Levy in new campaign as digital spend skyrockets (Score 68)
All-digital wireless service provider Visible is utilizing tongue-in-cheek creative to stand out in a saturated space. A new, "unlimited eyebrowsing" campaign shows Schitt's Creek star Daniel Levy showing how consumers can scroll through websites using their eyebrows. Readers able to support Visible's brand awareness efforts (make it, you know, more visible) should get in touch soon to see what opportunities might arise.
Visible also recently teamed up with Match Group on a registry for singles featuring various gifts. The effort was designed for singles, a target audience to whom its low costs and single-line plans featuring unlimited data would especially appeal.
So far this year, iSpot reports the company has spent approximately $4.1m on national TV commercials, only around a third of the approximately $12.7m it spent within the same 2021 timeframe. Visible ended up spending approximately $30.1m on this channel last year, more than 3x the approximately $8.7m it spent in 2020. The company's 2022 commercials have targeted Gen-Z and millennials watching shows such as Diners, Drive-Ins and Dives, The Office, Ridiculousness, The Bachelor and Home Town.
According to Pathmatics, Visible has allocated roughly $5.6m toward digital ads YTD, more than 5x the roughly $1m it had allocated by this point last year. In 2021, the company's estimated full-year spend dropped 56% to $6.8m from that of $10.6m in 2020. Since the beginning of 2022, Visible has earned ~5.6m digital impressions via desktop video (70%), Instagram (17%), desktop display (9%), mobile display (3%) and Twitter (1%) ads. Most (91%) of this year's desktop video ads have been placed site direct onto youtube.com.
Additionally, Magellan shows the company has aired about 51 podcast ads within the past 12 months.
Visible tends to target millennials, so sellers able to offer high-ROI strategies among this audience will have an upper hand securing ad dollars. Remember, it's especially targeting singles.
Agency & martech readers - We haven't heard of any roster shifts since Visible named Cheryl Gresham as CMO VM1 on media buying and planning.