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Male Media Opps: Lexus launches new campaign, increases ad spend

Team One are leaning heavily into the digital and streaming space in an initiative to connect with a broader audience. Sellers able to offer high-ROI strategies among male audiences should contact soon to secure last-minute ad dollars.

In 2021, iSpot reports Lexus allocated roughly $162.4m on national TV commercials, up 22% from the roughly $132.9m it spent in 2020. Its 2021 commercials targeted male sports enthusiasts watching shows such as NFL Football, NHL Hockey, College Football, College Basketball and SportsCenter.

According to Pathmatics, the brand's estimated full-year 2021 spend grew 8% to $46.7m from that of $43.1m in 2020. Last year, Lexus earned around 4.6b digital impressions via Facebook (28%), desktop video (27%), desktop display (22%), Instagram (11%), mobile display (7%) and Twitter (5%) ads. Most of last year's desktop video ads were placed site direct onto destinations such as youtube.com (34%), twitch.tv, finance.yahoo.com, hulu.com and yahoo.com.

Additionally, Magellan shows Lexus aired around 756 podcast ads in 2021.

The brand primarily targets men, so sellers able to offer high-ROI strategies among male audiences will have an advantage securing last-minute ad dollars from this campaign. Remember, it's targeting English- and Spanish-speaking audiences. Per Kantar data, Lexus also invests in OOH, radio, print (B2B magazines) and local broadcast.

Agency & martech readers - I see no signs of imminent agency reviews, but you could secure project-based work at some point. Zenith NY handles Lexus's media.