Orchard | Agency Profile, Contacts, AOR, Client Relationships
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|Jeff K.||Founder & Chief Creative Officer||NY|
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|Barney R.||Chief Executive Officer||NY|
|Laura J.||Co-Founder & Chief Strategy Officer||NY|
|Lucie K.||Business Director||NY|
|Perry M.||Senior Art Director||NY|
Gen-Z, Millennial Digital Opps: Dashlane surpasses FY 2021 digital spend (Score 70)
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.