Millennial, Gen-X Opps: Angi launches new campaign after tapping CMO (Score 60)
Angi, formerly known as Angie's List, promotes the ease of home renovation in a new ASMR campaign. Made by Ryan Reynolds's creative agency, Maximum Effort, the work shows how simply satisfying Angi's platform is with the help of the popularity of ASMR videos on social media. With this new campaign, Angi hopes to grab consumer attention while talking about the evolving needs of consumers' homes, particularly as remote working sticks around post-Covid. It rolled out across TV, radio, social media, CTV and podcasts; sellers able to offer relevant ad space should get in touch sooner rather than later to secure last-minute ad dollars.
Angi has hired a slew of marketers within the past several months; one such hire was marketing VP Juliana Mead. Mead joined the company in November after having served in the same role at The Knot.
Per iSpot, Angi has spent approximately $9.9m on national TV commercials YTD; it had not yet utilized this channel by this point last year. The company ended up spending approximately $35.1m on this channel last year, up exponentially from the approximately $3.1m it spent in 2020. Angi's 2022 commercials have targeted Gen-X watching shows such as NBC Nightly News With Lester Holt, America Says, Meet the Press, ABC World News Tonight With David Muir and The Neighborhood.
So far this year, Pathmatics shows the company has allocated roughly $662k toward digital ads, down only slightly (2%) from the roughly $673.3k it spent within the same 2021 timeframe. Angi's estimated full-year 2021 spend of $4.1m reached 37% more than that of $3m in 2020. It has earned around 77.3m digital impressions YTD via desktop display (59%), mobile display (21%), Facebook (12%) and Instagram (9%) ads. Most of this year's desktop display ads have been placed site direct onto destinations such as mtv.com (32%), logotv.com, comedycentral.com, vh1.com and cmt.com.
Additionally, according to Magellan, Angi has aired more than 600 podcast ads within the past 12 months.
As you can tell, TV spend is rising much more sharply than digital spend, which leads me to believe the company is primarily targeting millennials and Gen-X, more than Gen-Z, right now. Kantar data reports Angi also invests in OOH and local broadcast. As I briefly mentioned, I suggest sellers contact soon to offer relevant ad space.
Agency & martech readers - We haven't heard of any roster shifts since the company appointed CMO Dhanusha Sivajee in September 2022, so reach out soon if you haven't yet done so. The additional marketing hires make reviews even more likely, and this new campaign shows that Angi is working with outside agencies. Since creative seems covered, you'd probably have the best luck securing PR, media, digital analytics and/or social media management work.