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Sample of Related Brands
|Emily K.||Vice President, Production||NY|
|Jessica T.||Associate Creative Director||NY|
|Jennifer X.||Creative Director||NY|
|Thomas L.||Executive Producer||NY|
Gen-X, Millennial Male Media Opps: Bloomberg launches campaign promoting its digital subscription service (Score 35)
service. The campaign is also promoting several new newsletters such as Bloomberg Green, Bloomberg CityLab, Bloomberg Equality and Bloomberg Wealth. It will run through 2020 and will be supported across digital, social, podcasts, as well as streaming services such as Hulu, Amazon Fire and YouTube TV. Bloomberg put the campaign together in-house with assistance form Bloomberg Media Studios.
According to iSpot's estimates, Bloomberg spent around $1.6m on national TV ads YTD. It only spent $450 in this channel in 2019 and $4.6k in 2018. This year, it placed ads onto its own network during programming on such as "Bloomberg Surveillance," "Bloomberg: Balance of Power: Presidential Debates," "Bloomberg Markets: The Close," "Bloomberg Markets: Americas" and "Bloomberg Markets: Balance of Power."
Per Pathmatics, Bloomberg earned 873m impressions through Facebook ads (67%), Twitter ads (21%), desktop display ads (8%), Instagram ads (3%) and desktop video ads (2%). It placed the majority of these ads site direct (99%) onto sites such as facebook.com, twitter.com, reddit.com, youtube.com and instagram.com. It placed the remainder indirectly through Google AdX + AdSense onto sites such as foxnews.com, news.yahoo.com, etf.com, cnn.com and nypost.com. It spent around $5.6m in this channel over the last 365 days, a 56% increase from $3.6m it spent over the 365 days prior.
Sellers-- Bloomberg mainly targets Gen-X and millennials with a male skew. It reaches these audiences through digital display and national TV ads, and it has been increasing spend in both channels. It also invests in OOH and print ads, per Kantar. Sellers should reach out soon offering relevant ad space to secure potential last-minute campaign ad dollars.
Agency & martech readers-- There are no signs pointing to a potential agency review any time soon. Bloomberg has an in-house creative team and works with digital agency Firstborn. I advise looking for work elsewhere for the time being.