The Martin Agency | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (804) 698-8000
The Martin Agency Contacts
|Danny R.||Chief Creative Officer||VA|
Sample of Related Brands
|Carmina D.||Chief Culture Officer||VA|
|Kristen C.||Chief Executive Officer||VA|
|Janet W.||Chief Financial Officer||VA|
Gen-X, Millennial Media Opps: CarMax wraps up successful quarter, plans to ramp up ad spend (Score 28)
increased 3.3% bringing the revenue total to $5.4b. It announced it will be using some of these extra sales dollars to increase marketing spend. CarMax believes increasing its advertising investment will help it continue to grow sales, as it attributed the successful quarter to marketing. It will specifically focus on paid search, text messaging and social media to drive online traffic.
According to iSpot, CarMax spent around $42.3m on national TV ads YTD, a 57% decrease from $66.2m spent during the same time period of 2019. Full-year spend equaled $87.4m in 2019 and $94.3m in 2018. This year, it placed ads during programming such as "Good Morning America," "Today," "NBA Basketball," "WWE Monday Night RAW" and "The Walking Dead."
Magellan reports the company placed 40 podcast ads over the last year.
Per Pathmatics, CarMax earned 4b impressions through Facebook ads (42%), desktop video ads (34%), Instagram ads (11%), desktop display ads (10%). mobile display ads (3%) and mobile video ads (1%). It placed the majority of these ads site direct (89%) onto sites such as facebook.com, youtube.com, instagram.com, hulu.com and abcnews.com. It spent $32.3m in this channel over the last 365 days, a 57% increase from $20.6m it spent during the 365 days prior.
Sellers-- CarMax mainly targets millennials and Gen-Xers with a slight female skew. It reaches these audiences primarily through digital display and national TV ads. The company has been shifting funds from TV to digital, indicating it believes digital will provide a better ROI, or it may be trying to reach younger demographics. It also invests in OOH, print and radio ads, per Kantar. Remember, CarMax announced it will be increasing its advertising investment, so reach out soon to secure these extra ad dollars.
Agency & martech readers-- I recommend looking for work elsewhere for the time being as there are no glaring triggers of a possible review. Vizeum providing media buying and planning.