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Gen-Z, Millennial Digital Opps: Dashlane surpasses FY 2021 digital spend (Score 70)

has seriously upped its digital spend over the past couple of months; sellers should get in touch soon to secure some of these increasing ad dollars.

So far this year, Pathmatics reports the B2C password manager has spent roughly $662.1k on digital ads, almost double the roughly $396.6k it spent in all of 2021. Dashlane's estimated full-year 2021 spend ($396.6k) reached less than a third of that of $1.4m in 2020, but spend has obviously picked back up. The company has earned ~59.6m digital impressions YTD via desktop display (43%), desktop video (30%), Facebook (22%), Instagram (4%) and mobile display (1%) ads. Most of this year's desktop display ads have been placed site direct onto destinations such as techrepublic.com (12%), wonderhowto.com, tvtropes.org, thesimsresource.com and 9gag.com; 99% of this year's desktop video ads have been placed site direct onto youtube.com.

According to iSpot, Dashlane hasn't invested in national TV since allocating around $449.5k in 2020.

The company's team has also grown; recent hires include senior performance marketing manager Casey Morrissey (January 2022) and marketing, brand and PR VP Cable Daniel-Dreyfus (February 2022).

Sellers should reach out sooner than later to offer high-ROI strategies among Gen-Z and millennials.

Agency & martech readers - We have not yet heard of any roster shifts following Dashlane's hire of CMO Dhiraj Kumar Dentsu X.