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Gen-Z, Millennial Opps: GSK significantly increased YOY digital ad spend for Pronamel brand (Score 70)

Pronamel, a toothpaste brand owned by GSK, shifted its ad channel usage in 2020 in order to reach a higher number of Gen-Z and millennial consumers. Sellers should still reach out for TV dollars, but they should also focus on offering ad space for digital and paid social channels.

Pathmatics reports that in 2020, the brand allocated roughly $13.8m toward digital ad spend, nearly double the roughly $7.3m it allocated in 2019. Last year, Pronamel earned ~1.6b digital impressions thanks to investments in digital video (55%), Twitter (27%), Facebook (9%), mobile display (7%) and desktop display (2%).

Pronamel's national TV commercials of 2020 targeted Gen-X (female skew) watching programs such as The First 48, Today 3rd Hour, Law & Order: Special Victims Unit, The View and GMA3: What You Need to Know, according to iSpot. 91% of desktop video ads were placed site direct, largely onto youtube.com (70%) and yahoo.com (17%). Pronamel's full-year spend for this channel dropped only slightly (2%) to an estimated $47.7m from that of an estimated $48.5m in 2019.

Additionally, per Magellan, the brand aired eight podcast ads within the past 12 months.

Pronamel's higher digital ad spend was made possible by lower TV ad spend, which signals that its traditionally female target demographic still includes Gen-X but is increasingly including Gen-Z and millennials. Judging by the brand's notable use of YouTube and Twitter ads, along with its utilization of podcast spots, it's safe to say it's especially targeting Gen-Z. To do so, it may also invest in OTT advertising. Kantar data reveals that parent company GSK additionally utilizes OOH, print, radio and local broadcast.

Agency & martech readers - GSK is still vulnerable to review, currently #192 on the Publicis.