B2B Opps: Dropbox taps new media AOR, significantly increases digital spend (Score 50)

Sales Lead: Dropbox named GALE as its global media AOR, concluding the review we reported in April 2022.

  • This appointment replaces incumbent media AOR Mediahub, which won the ~$1b account in 2018 and did not defend it.
  • The company will likely:
    • ​​​​​​​Launch a campaign soon
    • Keep increasing digital spend
    • Conduct additional agency reviews
  • Target demographic
    • ​​​​​​​Businesses in need of storage, file synchronization, and client software services

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • Recent spend: Dropbox hasn't utilized national TV since 2020, when it allocated around $3k toward this channel.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: Since the beginning of 2022, the company has spent roughly $11.2m on digital ads, 44% more than the roughly $7.8m spent in all of 2021.
    • YTD data: Dropbox has earned ~1.1b digital impressions YTD via desktop video/YouTube (43%), Facebook (39%), mobile video (9%), Twitter (6%), Instagram (2%), and desktop display (1%) ads.
    • Last year: In 2021, the company spent approximately $7.8m on this channel, 77% more than the approximately $4.4m spent in 2020.

Additional agency insights:

  • Opportunity: Additional agency reviews could easily follow this one, so contact soon to offer PR, creative, digital analytics, and/or social media management services.
  • Current agency roster:

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.