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AE's target demographic: Gen-Zers
The company will likely:
- Seek agency assistance
- Launch a campaign to promote the sub-brand
- Release additional new product lines
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: AE has not allocated any budget toward this channel since spending $113k in 2020.
- 2020 ad programming: It placed ads during The Basketball Tournament.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: AE spent approximately $15.8m on digital display ads YTD.
- YTD data: 1.7b impressions via Instagram (50%), desktop video (27%), Facebook (22%), and desktop display (2%).
- Last year: Full-year spend increased by 17% from $11.3m in 2020 to $13.2m in 2021.
- Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, twitch.tv, and vogue.com. It placed 1% of these ads indirectly through The Trade Desk onto sites such as yahoo.com, chegg.com, fandom.com, sheknows.com, and realsimple.com.
Additional channel insights
- AE also invests in OOH and print.
Agency analysis:
- Opportunity: Reach out to see if you can help AE promote the new brand.
- Current roster:
- VaynerMedia: media & digital AOR
- ICF Next: creative
- Shadow Public Relations: PR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.
