Generator Media + Analytics | Agency Profile, Contacts, AOR, Client Relationships

• The effort, for which Smith created the digital portrait shown here, was designed to educate viewers on the importance of blood donations for those who live with sickle cell disease.
• The Red Cross launched an accompanying spring promotion complete with sweepstakes for those who donate blood.
• The company will likely:
  • Seek similar artist partnerships and influencer opportunities
  • Continue running the ad
• Target demographic: 
  • Millennials with a male skew

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the Red Cross has allocated roughly $2.9m toward national TV commercials, down 6% from the roughly $3.1m allocated within the same 2022 timeframe.
  • Last year: The organization allocated around $9.7m toward this channel in 2022 after having allocated 33% less, around $6.5m, in 2021.
  • 2023 ad programming: The Red Cross's 2023 commercials have targeted male sports enthusiasts watching shows such as NFL Football - Classic Replay, NFL Football, NFL Total Access, Good Morning Football, and MLB Baseball.
• Digital display insights (digital display ad spend and placement)
  • YTD spend: The organization has spent approximately $1.2m on digital display YTD, 31% more than the approximately $913.8k spent by this point last year.
  • YTD data: Most of this year's spend has gone toward programmatic ads placed via Google DV360 (41%) onto site destinations such as wmur.com, accuweather.com, talkingpointsmemo.com, discogs.com, and yahoo.com.
  • Last year: In 2022, the organization's estimated full-year spend increased by 79% to $2.5m from that of $1.4m in 2021.
• Additional channel insights  
  • The organization utilizes Google Ads along with print, radio, digital, OOH, local broadcast, Facebook, Instagram, Twitter, and online video (via Youtube.com and Youtube Android) ads.
  • The Red Cross sponsors podcasts such as Dave & Chuck the Freak: Full Show, The Brian Lehrer Show, Here's Where It Gets Interesting, The Next Big Idea, and Dave & Chuck the Freak Podcast.
  • The organization also invests in short-form DRTV ads.
    • ​​​​​​​It has incredibly highly concentrated network TV coverage and will not likely launch a new campaign soon.
    • The Red Cross's top TN network is MLB.

Additional agency insights:

• Opportunity: Get in touch to see if the Red Cross needs additional assistance with things like PR now that it's ramping up advertising efforts.
• Current agency roster:
  • ​​​​​​​: Media AOR
  • : Creative AOR
  • : Multicultural agency partner
  • : Digital agency partner

Insight Sources: Broadcast insights estimated by .