Tandem Theory | Agency Profile, Contacts, AOR, Client Relationships

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Female Gen-X, Millennial Digital Opps: At Home taps media AOR (Score 57)

Sales lead: This appointment will affect the company's marketing strategy & could lead to additional agency shifts. 

• Ovative its media AOR in March 2023.
• The agency will handle paid search, paid social, display, video, and affiliate channels. 
• I believe this replaces incumbent shop Mediahub Global Boston. 

ATG's target demographic: Gen-X & millennial women 

The company will likely:

• Review other accounts/seek additional agency assistance
• Revise media strategy
• Launch an ad campaign 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: ATG spent approximately $1.2m on digital display ads YTD, about the same as the $1.3m spent in this channel during the same time period of 2022. 
• YTD data: 160.9m impressions via Facebook (50%), Instagram (32%), YouTube (14%), desktop display (4%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend increased by 16% from $12.2m in 2021 to $14.1m in 2022. 
• Ad location: It placed 95% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, theblaze.com, and drugs.com. It placed 5% of these ads indirectly through Google AdX+AdSense onto sites such as listenonrepeat.com, oregonlive.com, 9gag.com, dmv.org, and looper.com.

Additional channel insights  

• Vivvix: ATG also invests in OOH.

Agency analysis:

• Opportunity: Reach out now to see if ATG is planning another review. 
• Current roster:
  • Tandem Theory: digital & social AOR
  • Barkley: creative AOR

Insight Sources: Digital spend insights estimated by Vivvix;