KSM South | Agency Profile, Contacts, AOR, Client Relationships
Service: media specialty
- Main Telephone
- (512) 579-4660
KSM South Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Caleb P. | Vice President, Brand Solutions & Partnerships | TX | ||||||||||||
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| Taylor R. | Senior Specialist, Brand Engagement & Promotions | TX | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Gen-Z, Millennial Digital Opps: Whataburger ramps up digital spend (Score 23)
chain has continued ramping spend up this year, and it has already spend more YTD than it did in all of 2020. The chain is also expanding with plans to open locations in GA, TN, CO and more. I advise sellers to reach out for more information because this looks like a great opportunity.
Per Pathmatics, Whataburger earned 557m impressions YTD through Facebook ads (64%), Instagram ads (32%), desktop video ads (2%) and mobile video ads (1%). It placed 100% of these ads site direct onto sites such as facebook.com, instagram.com, youtube.com, usta.com and twitter.com. It spent approximately $4.8m on digital display ads YTD, a significant increase from $1.6m spent in this channel during the same time period of 2021. Full-year spend jumped from $4.3m in 2020 to $9.2m in 2021.
According to iSpot, Whataburger has not invested in national TV ads since spending $179.4k in Q2 of 2021 during programming such as "Entertainment Tonight," "Wheel of Fortune," "Access Hollywood," "Extra" and "Inside Edition Weekend." It spent just $13.8k in this channel during 2020.
Sellers-- Whataburger's cheap eats and late hours appeal to a Gen-Z and millennial audience. It reaches these demographics through digital display ads, with a heavy focus on social media ads. Furthermore, it has been ramping up digital spend for the past couple of years, and I see no signs of it slowing down.I am not sure if it plans on airing any national TV ads this year because it appears to be moving towards a digital-first strategy. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. You can click here, to use the chain's location finder to see if you can offer local ad space. Sellers should reach out to score some of these extra ad dollars.
Agency & martech readers-- To the best of my knowledge, Whataburger works with creative AOR Hahn Public Communications. Get in touch with Whataburger's DMs because it may need some help marketing in the states its expanding into. You might have the best luck offering project-based work.