Gen-Z Media Opps: Aetna taps marketing VP amid significant digital spend increase (Score 24)
Effective September 2021, Georgina Flores became the marketing VP at Aetna. Flores joined from Allstate, where she most recently served as consumer marketing VP. She likely has some say over the company's budget, so keep Aetna on your radar.
Since the beginning of 2021, iSpot reports the company has allocated roughly $5.6m toward national TV commercials, up 10% from the roughly $5.1m it had allocated by this point last year. Aetna ended up allocating roughly $6m toward this channel last year, 3x the roughly $2m it allocated in 2019. Its 2021 commercials have aired during programming such as America Says, Family Feud, The Chase, Aerial America and Common Knowledge.
So far this year, Pathmatics reports Aetna has spent approximately $6.5m on digital ads, already 150% more than the roughly $2.6m it spent in all of 2020. In 2020, the company's estimated full-year spend ($2.6m) was flat from that of $2.6m in 2019. Aetna has earned around 760.1m digital impressions YTD via Facebook (66%), Instagram (15%), desktop video (14%) and desktop display (5%) ads.
Additionally, Magellan shows the company has aired one podcast ad within the past 12 months.
Aetna's significant digital spend increase and reliance on paid social show that it's primarily targeting Gen-Z. To reach this audience even more effectively, the company may start investing in OTT at some point. Right now, per Kantar data, Aetna also utilizes print (newspapers), OOH, radio and local broadcast, though its overall spend in these channels has dropped gradually over the past couple of years. Sellers should contact if able to offer relevant ad space.
Agency & martech readers - This hire could lead to agency reviews; keep Aetna on your radar for work down the road. Winmo states the company works with creative AOR Ogilvy NY, media AOR UM NY and media AOR Neo Media World. It receives additional creative, digital, PR and multi-cultural assistance from Rebel Interactive.