Campaign Imminent: Kobo taps media AOR (Score 20)

Bookseller and e-reader tablet maker Kobo assigned its media remit to Cairns Oneil, effective this month. This appointment could lead to spending shifts and/or additional agency reviews.

So far this year, Pathmatics reports Kobo has spent roughly $170.1k on digital ads, only around a half of the roughly $300.8k it had spent by this point last year. The company ended up spending roughly $815.3k on this channel last year, up 34% from the roughly $608.8k it spent in 2020. Kobo has earned about 19.9m digital impressions YTD via Facebook (83%), Instagram (16%) and desktop display (1%) ads. 

The company's target demographic appears to skew toward millennials. According to Kantar data, it also invests in local broadcast.

Agency & martech readers - We may see additional agency reviews following this one, so get in touch soon to secure potential PR, creative, digital analytics and/or social media management work. Focus on differentiating Kobo from competitors such as the Amazon Kindle and Barnes & Noble's Glowlight (a version of the Nook). Anomaly handles creative.