Ologie | Agency Profile, Contacts, AOR, Client Relationships
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- (614) 221-1107
Ologie Contacts
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| Bill F. | Managing Partner | OH | ||||||||||||
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| Beverly R. | Founder | OH | ||||||||||||
| Ross B. | Adobe Workfront System Administrator | OH | ||||||||||||
| Paul D. | Executive Creative Director | OH | ||||||||||||
| Dan L. | Executive Director, Creative | OH | ||||||||||||
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WinmoEdge
Q4 Media Opps: Big Lots prepares for holiday season advertising
Big Lots (BL)'s team just keeps making its marketing more efficient, according to execs in its most recent earnings call. It's also investing in celebrity partnerships. The company's spend is about to rise ahead of the holiday season in Q4, so sellers should get in touch soon to offer last-minute ad space.
Since the beginning of this year, iSpot reports BL has spent approximately $4m on national TV commercials, down 32% from the approximately $5.9m it spent within the same 2020 timeframe. The retailer ended up spending approximately $11.7m on this channel last year, up 2% from the approximately $11.5m it spent in 2019. BL's 2021 commercials have targeted Gen-X and boomers (female skew) watching shows such as The Golden Girls, Rizzoli & Isles, Murder, She Wrote, Two and a Half Men and The King of Queens.
According to Pathmatics, the company has allocated roughly $9.8m toward digital ads YTD, a 26% decrease from the roughly $13.2m it had allocated by this point last year. BL's full-year 2020 spend of $20.9m marked a 19% decrease from that of $25.9m in 2019. So far this year, it has earned ~1.1b digital impressions via Facebook (50%), Instagram (34%), YouTube (15%) and desktop display (1%) ads.
Right now, BL seems to be primarily targeting Gen-Z via paid social and YouTube advertising. The company may benefit from expanding into additional digital channels such as OTT and/or podcast. Per Kantar data, BL does also invest in OOH, print (newspapers) and local broadcast. Sellers able to offer high-ROI strategies among Gen-Z should get in touch soon, ahead of Q4.
Agency & martech readers - I don't see any major signs right now of upcoming reviews, so focus elsewhere. Right now, BL works with Media Storm (media).