Male Millennial, Gen-Z Opps: Invisalign increases ad spend (Score 27)

InvisAlign has continued investing in digital and national TV ads. The company started ramping spend up in 2019 and kept adding dollars to these channles during the pandemic. It is showing no signs of slowing down anytime soon, so sellers should start contacting this company if you can provide ad space. 

According to iSpot, InvisAlign spent around $7.6m on national TV ads YTD, a 21% increase from $6.3m spent in this channel during the same time period of 2020. Full-year spend increased 7% from $17.9m in 2019 to $19.2m in 2020. This year, it placed ads during programming such as "NFL Football," "2021 NFL Draft," "Family Guy," "Criminal Minds" and "Chicago P.D." 

Magellan reports InvisAlign placed about eight podcast ads over the last year. 

Per Pathmatics, InvisAlign earned 1.3b impressions YTD through Instagram ads (53%), desktop video ads (365), Facebook ads (9%) and desktop display ads (2%). It placed the majority (99%) of these ads site direct onto sites such as instagram.com, youtube.com, facebook.com, twitch.tv and hulu.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto sites such as ada.org, zillow.com, looper.com, yahoo.com and patriots.com. It spent around $12.1m on digital display ads YTD, a significant jump from $4.4m spent in this channel during the same time period of 2020. Full-year spend doubled from $7.3m in 2019 to $14.5m in 2020. 

Sellers-- InvisAlign seems to be targeting millennials and Gen-Zers with a male skew. It reaches these demographics through digital display and national TV ads. The company has been increasing spend for a couple of years now, and has continued pumping dollars into these channels so far this year. This looks like a good opportunity for those of you with ad space. I recommend contacting this company to see what types of ad space you may be able to provide. 

Agency & martech readers-- Publicis has a designated team made up of Publicis Communications, Publicis Health and Starcom Worldwide to service InvisAlign. I advise readers to keep looking for work elsewhere. I see no indication that this company is planning a review anytime soon.