Male Millennial, Gen-Z Opps: Red Bull selects PHD as media AOR (Score 72)

Red Bull (RB) tapped PHD as its NA media AOR in July 2021. This move replaces incumbent since 2018 StarCom. RB reportedly spent around $128m on media in 2020. We predicted RB may when we told you about its new CMO last year. 

According to Pathmatics, RB earned 2.2b impressions YTD through desktop video ads (54%), Instagram ads (29%), Facebook ads (10%), Twitter ads (3%), mobile video ads (3%) and desktop display ads (1%). It placed 100% of these ads site direct onto sites such as youtube.com, instagram.com, facebook.com, twitch.tv and womenshealthmag.com. It spent around $24.2m on digital display ads YTD, a big jump from $7.3m spent in this channel during the same time period of 2020. Full-year spend increased significantly from $11.5m in 2019 to $29m in 2020. 

Per iSpot, RB spent around $29.8m on national TV ads YTD, a slight 6% increase from $28m spent in this channel during the same time period of 2020. Full-year spend jumped 35% from $38.6m in 2019 to $52.3m in 2020. This year, it placed ads during programming such as "Family Guy," "NBA Basketball," "SportsCenter," "NFL Football" and "Mom."

Sellers-- RB mainly targets Gen-Zers and millennials with a heavy male skew. It reaches these demographics through national TV and digital display ads. The company has been increasing spend in both channels for a couple of years, and has continued adding dollars to these channels so far this year. It also invests in local broadcast TV ads, per Kantar. Sellers should contact this company to offer ad space.

Agency & martech readers-- Keep reaching out to RB to pitch your services, because as you know, agency reviews commonly follow one another. I am unsure what shops you may face competition from.