Gen-Z, Millennial Parents Media Opps: Invisalign ramps up digital ad spend, hires multiple digital marketers (Score 27)

InvisAlign, subsidiary of Align Technology, has substantially increased digital display ad spend over the last year. The company made some adjustments to its marketing team in July 2020. Specifically, it hired partnership marketing manager Heather Hobbs from Client Savvy and senior manager of brand and digital marketing Caroline Bell-Luehrs from Cirtrix and promoted digital marketing specialist Shaun Provost to consumer digital marketing manager. 

According to Adbeat, out of the $2.4m InvisAlign spent on digital display ads since September 2018, it spent $2.3m (96%)  in this channel after September 2019. It placed 76% of these as video ads through YouTube onto youtube.com. It placed 23% of these ads programmatically through Google DV360 onto sites such as twitch.tv, dentaltown.com, patriots.com (Editor's note: Go Pats!), dailymotion.com and letterboxd.com. Finally, 1% of these ads were placed site direct onto sites such as people.com, allrecipes.com, dallascowboys.com, giants.com and health.com. 

Per iSpot, the company has spent ~$16m on national TV ads YTD, a slight increase from $15.8m spent in this channel during the same period 2019. Full-year spend totaled $29.7m in 2019 and $8.1m in 2018. This year's ads have aired during programming such as "Law & Order: Special Victims Unit," "SpongeBob SquarePants," "South Park," "Family Guy" and "Dateline NBC." 

Sellers-- InvisAlign primarily targets Gen-Z and millennial parents with slight female skew. Start reaching out to get your share of the increased digital ad dollars. Keep in mind that even though the company raised digital spending, it has not reduced the TV ad budget, so there are plenty of dollars available. 

Agency & martech readers-- Publicis put together a full-service team in 2019 that is solely dedicated to serving InvisAlign. The team is made up of Publicis Communications, Publicis Health and Starcom Worldwide. There are no glaring triggers of a potential review or of any additional hires at this time; I suggest looking for other opportunities or possible project-based work.