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Gen-X, Millennial Media Opps: Panera Bread significantly increases YTD marketing spend (Score 21)

ago. 

According to Pathmatics, PB earned 3.6b impressions YTD through Facebook ads (40%), Instagram ads (38%), desktop video ads (19%), desktop display ads (1%) and Twitter ads (1%). It placed the majority (99%) of these ads site direct onto sites such as facebook.com, instagram.com, youtube.com, twitter.com and abcnews.go.com. It placed the remainder (1%) indirectly through The Trade Desk onto sites such as yahoo.com, kohls.com, finance.yahoo.com, foxnews.com and zillow.com. It spent around $36.9m on digital display ads YTD, a 44% increase from $25.6m spent in this channel during the same time period of 2020. Full-year spend skyrocketed from $10.3m 2019 to $27.5m in 2020. 

Per iSpot, PB spent around $41.3m on national TV ads YTD, a significant jump from $15.7m spent in this channel during the same time period of 2020. Full-year spend more than doubled from $15.7m in 2019 to $33m in 2020. This year, it placed ads during programming such as "Good Morning America," "CBS This Morning," "NFL Football," "Jimmy Kimmel Live" and "The Late Show With Stephen Colbert." 

Sellers-- PB targets Gen-Xers and millennials through digital display and national TV ads. It started increasing spend in both of these channels last year, and it has continued throughout 2021. It also invests in OOH ads, per Kantar. I see no reason to believe PB will slow down anytime soon. Sellers should contact PB to offer ad space so you can score some of these extra ad dollars.

Agency & martech readers-- PB picked up its creative AOR Spark Foundry helps with media buying and planning.