Publicis.Sapient | Agency Profile, Contacts, AOR, Client Relationships
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|Nathalie L.||Chief Financial Officer||NY|
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|Avery K.||Director, Global Experience & Chief, Staff||NY|
|Arthur F.||Chief Growth Officer||NY|
|Jem R.||Chief Executive Officer Digital Experience - Publicis Groupe U.S.||NY|
|Albert F.||Chief Financial Officer||NY|
Expedia launches first Black Friday deal campaign amid spike in spend (Score 74)
Anomaly, the creative was designed to inspire people to travel now that the pandemic has died down some.
The brand is reportedly experimenting with new methods of using traditional channels.
According to Pathmatics, Expedia has spent approximately $34m on national TV commercials YTD, more than double the approximately $13m it had spent by this point last year. The company ended up spending approximately $19m on this channel last year, an understandable (considering the coronavirus) drop from the approximately $59.2m it spent in 2019. Expedia's 2021 commercials have aired during programming such as MLB Baseball, The Rachel Maddow Show, Quick Pitch, Good Morning America and PGA Tour Golf.
So far this year, Pathmatics reports the company has allocated roughly $203.8m toward digital ads, more than double the roughly $96m it allocated within the same 2020 timeframe. Expedia's estimated full-year 2020 spend of $108.1m increased by 26% from that of $86m in 2019. It has earned around 20.1b digital impressions YTD via desktop video (64%), Instagram (16%), desktop display (11%), Facebook (7%), mobile video (1%) and mobile display (1%) ads. The majority (91%) of this year's desktop video ads have been placed site direct onto youtube.com.
Additionally, Magellan shows Expedia has aired 771 podcast ads within the past 12 months.
The company is primarily targeting Gen-Z and millennials right now, so sellers able to offer high-ROI strategies among this audience will have an advantage. Per Kantar data, Expedia also invests in print and local broadcast.
Agency & martech readers - We haven't heard of any roster shifts since this year's JAR Audio.