Gen-Z, Millennial Parents Opps: Sun-Maid increases digital spend

Sun-Maid cut digital spend drastically in 2020 even before the coronavirus pandemic began. This year however, it has seriously increased spend in the channel. Additionally, it has cut national TV spend in half, presumably to make more room in its budget for digital ads. Sellers that can provide digital, and especially desktop display ads space, should contact this company. 

According to Pathmatics, Sun-Maid earned 168.3m impressions through desktop display ads (74%), mobile display ads (15%), Facebook ads (7%) and Instagram ads (4%). It placed the majority (99%) of these ads site direct onto sites such as littlethings.com, cafemom.com, nbcbayarea.com, facebook.com and instagram.com. It placed the remainder (1%) indirectly through Amazon onto sites such as imbd.com, politico.com, fandom.com, weather.com and telemundo.com. It spent around $1.9m on digital display ads YTD, a drastic increase from $10.4k spent during the same time period of 2020. Full-year spend equaled $657.3k in 2020, just 27% of the $2.4m spent in 2019. 

Magellan reports Sun-Maid placed about 18 podcast ads over the last year. 

Per iSpot, Sun-Maid spent around $2m on national TV ads YTD, less than half (45%) of the $4.4m spent during the same time period of 2020. Full-year spend increased 20% from $8.3m in 2019 to $10m in 2020. This year, it placed ads during programming such as "SpongeBob SquarePants," "The First 48," "The Amazing World of Gumball," "Peppa Pig" and "PAW Patrol." Traditionally, it spends its TV ad dollars in bunches, which signals it typically runs a few campaigns every year. 

Sellers-- Sun-Maid mainly targets Gen-Z and millennial parents through national TV and digital display ads. It has been decreasing TV spend in order to make room in the budget for more digital display ads. I believe this strategy is to help it reach young parents more effectively. It also invests in print and local broadcast TV ads, per Kantar. Sellers should reach out to this company offering primarily digital, but also national TV ad space. 

Agency & martech readers-- I am not seeing any signs pointing to a potential review any time soon. I recommend looking for work elsewhere. Sun-Maid currently works with AOR quench on creative, digital and media planning.