Male Millennial Opps: Visa releases first creative work from new AOR

Visa is releasing fresh creative from its new creative AOR Wieden+Kennedy during the Olympic opening ceremony. The "Meet Visa" campaign is headlined by a 60-second spot that will be followed by a series of 15-second videos. These videos will be supported across TV, digital and OOH. The company is also unveiling a new logo. You can read more about Wieden+Kennedy's 2020 appointment here. 

According to Pathmatics, Visa earned 723.8m impressions YTD through desktop video ads (40%), Facebook ads (34%), desktop display ads (14%), Instagram ads (7%), Twitter ads (3%), mobile display ads (2%) and mobile video ads (1%). It placed the majority (97%) of these ads site direct onto sites such as youtube.com, facebook.com, ebay.com, instagram.com and hulu.com. It placed the remainder (3%) through a variety of indirect channels onto sites such as ebay.com, yahoo.com, realtor.com, citationmachine.net and mathway.com. It spent around $6.4m on digital display ads YTD, a significant jump from $1.6m spent in this channel during the same time period of 2020. Full-year spend increased 11% from $7.2m in 2019 to $8m in 2020. 

Per iSpot, Visa spent around $10.2m on national TV ads YTD, a slight 3% decrease from $10.5m spent in this channel during the same time period of 2020. Full-year spend totaled $43m in 2020, a 28% decline from $59.7m in 2019. This year, it placed ads during programming such as "NFL Football," "U.S. Olympic Trials," "2020 UEFA European Championship," "NBA Basketball" and "SportsCenter." 

Sellers-- Visa targets a wide range of consumers, but I believe it is mainly trying to reach millennials with a male skew. Especially considering how many sporting events it placed national TV ads during. Additionally, the company has been adding dollars to digital channels, which typically signals a younger target audience, so it may be trying to reach Gen-Zers too. Visa also invests in OOH, radio and local broadcast TV ads, per Kantar. Sellers should contact Visa to secure possible last-minute campaign ad dollars. 

Agency & martech readers-- Visa currently works with creative AOR Wieden + Kennedy, media buying & planning AOR Publicis. It seems this company is happy with its roster. However, you can try reaching out to offer digital/social media services.