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Campaign Imminent: US Navy retains AORs amid surges in spend

The here). The company will initially focus on further leading the Navy's marketing and advertising communications efforts geared toward recruiting and retaining sailors. Obviously, VMLY&R's contract and scope haven't changed much from the contract signed five years ago; however, the channels that the agency will use will continue evolving. Since the Navy started working with VMLY&R, the agency has transformed the organization's recruitment strategy to a 100% digital model, which was crucial during the pandemic.

This review conclusion also renewed the Navy's partnership with iostudio will keep supporting the Navy's call center, which prospective sailors call to find out more information.

ISpot reports that the organization has spent approximately $928.8k on national TV commercials YTD, up nearly exponentially from the approximately $108.8k that it had spent by this point last year. The Navy ended up spending approximately $777.6k on this channel in 2020, a sliver of the approximately $13.7m it spent in 2019. The organization's 2021 commercials have targeted Gen-Z and millennials watching shows such as Family Guy, Rick and Morty, American Dad, Bob's Burgers and Ridiculousness. 

Since the beginning of 2021, according to Pathmatics, the Navy has allocated roughly $4.5m toward digital ads, more than 4x the roughly $1.1m it allocated within the same 2020 timeframe. The organization's estimated full-year 2020 spend nearly quadrupled to $11.5m from that of $3m in 2019. It has earned ~409.5m digital impressions YTD via desktop video (71%), Instagram (15%), desktop display (12%), Facebook (2%) and mobile display (1%) ads. Unsurprisingly, most (90%) of this year's desktop video ads have been YouTube videos.

Additionally, Magellan reveals the Navy has aired eight podcast ads within the past 12 months.

The military attracted more recruits, both male and female, during the coronavirus than in a while since so many people lost their jobs. As you can tell from the Navy's sharply increasing TV and digital spend, along with its TV targeting and reliance on YouTube and Instagram advertising, it's primarily targeting Gen-Z and millennials. Per Kantar data, the organization also invests in OOH, print, radio and local broadcast.

Agency & martech readers - Seek more immediate opportunities for now; the Navy's work will be tied up for quite a while.