21+ Male Opps: Sierra Nevada significantly increases digital spend (Score 75)

Just after appointing PR AORs Golin San Fran and LA, Sierra Nevada (SN) has increased its digital ad spend significantly. Sellers able to get this brand in front of 21+ men should contact soon to secure last-minute ad dollars for the rest of 2021.

So far this year, Pathmatics reports the brewer has spent roughly $1.6m on digital ads, over double the roughly $761.9k it spent within the same 2020 timeframe. SN's estimated full-year 2020 spend similarly more than doubled to $1.9m from that of $891.9k in 2019. It has earned around 195.9m digital impressions YTD via Facebook (42%), Instagram (42%), desktop display (17%), desktop video (9%) and mobile display (3%) ads. 

Also, according to Magellan, SN has aired 231 podcast ads within the past 12 months; it only aired 29 within the prior 12-month period.

As you can tell, the company is primarily targeting drinking-age (21+) via paid social channels; it may expand into OTT spaces within the coming months. SN's target demographic also has a strong male skew. 

Agency & martech readers - The brewer is still vulnerable to review due to its recent PR hire, this year's spend shifts and last year's creative, social and digital AOR hire (of Admirable Devil). Offer your media services soon if you haven't yet done so.