Buntin Group Contacts
|Janet M.||Co-President, Chief Strategy & Operations Officer||TN|
Sample of Related Brands
|Kathy C.||Executive Vice President & Chief Insights Officer||TN|
|Jeffrey B.||President & Chief Executive Officer||TN|
|Dave D.||Co-President & Chief Creative Officer||TN|
|Tom I.||Executive Vice President & Director, Finance Services||TN|
|*****'*, ***.||Media Buying, Media Planning||2020||present||********|
|**** *** *****, ***.||OOH media buying & planning||2006||present||******|
|******'*||Media Buying, Media Planning||unknown||present||******|
|******||Creative, Media Buying||2010||present||******|
|******* **********||Creative, Media Buying, Media Planning, Social||unknown||present||*|
Gen-Z, Millennial Parents Opps: Aaron's increases ad spend with a focus on digital channels (Score 37)
spend the majority of these extra dollars on digital ads. Aaron's DMs believe digital ads help acquire new customers because they can target the right audience with the right messages. TV ads on the other hand help build brand awareness, so it is increasing ad spend across the board, but is putting more dollars into online advertisement.
Per Pathmatics, Aaron's earned 114.2m impressions through desktop video ads (76%), desktop display ads (10%), Instagram ads (9%), Facebook ads (4%), Twitter ads (1%) and mobile display ads (1%). It placed about 99% of these ads site direct onto sites such as youtube.com, instagram.com, starwars.wikia.com, facebook.com and marvel.wikia.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto sites such as weather.com, yahoo.com, ap.org, diply.com and thesimsresource.com. It spent around $1.6m on digital display ads YTD, a 33% increase from $1.2m spent in this channel during the same time period of 2020. Full-year spend jumped from 934.2k in 2019 to $3m in 2020.
Magellan estimates Aaron's placed about five podcast ads over the last year.
According to iSpot, Aaron's spent around $6.5m on national TV ads YTD, a 14% increase from $5.6m spent in this channel during the same time period of 2020. Full-year spend jumped 73% from $7.5m in 2019 to $13.1m in 2020. This year, it placed ads during programming such as "PAW Patrol," "Peppa Pig," "Mom," "Two and a Half Men" and "SpongeBob SquarePants."
Sellers-- Aaron's seems to be targeting Gen-Z and millennial parents. The company allocates the majority of its ad dollars towards digital display and national TV ads. It has increased YTD spend in both channels, but it does plan on putting more dollars into digital ads in the future. Aaron's also invests in OOH, radio and local broadcast TV ads, per Kantar. Sellers should reach out to secure some of these extra ad dollars.
Agency & martech readers-- I believe Aaron's works with Swarm (social). I advise readers to keep looking for other opportunities as there are no signs of an upcoming review.