Gen-Z, Millennial Media Opps: Apartments.com kicks off ad campaign (Score 21)

Sales lead: Reach out now to offer last-minute campaign ad space. 

• Apartments.com just launched a new campaign starring celebrity brand ambassador Jeff Goldblum. 
• The push will be supported through broadcast TV, CTV, social media, influencers, and streaming audio. 
• This campaign is the first time the brand has spent more on CTV than broadcast TV. 
  • It hopes this will allow it to reach younger renters. 
• Apartments.com's AOR, RPA, created the campaign. 

Target demographic: Gen-Z & millennial renters 

The brand will likely:

• Significantly increase ad spend
• Shift ad dollars around to reach a younger audience
• Seek agency partners to help it reach Gen-Z 

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Apartments.com spent approximately $7.3m on national TV ads YTD, a 42% increase from $4.2m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 28% from $28.9m in 2021 to $20.9m in 2022. 
• Ad programming: It placed ads during programming such as 2023 NFL Draft, NBA Basketball, Dateline, and Vanderpump Rules. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Apartments.com spent approximately $6.9m on digital display ads YTD, a 57% increase from $4.4m spent in this channel during the same time period of 2022. 
• YTD data: 640.9m impressions via YouTube (63%), Facebook (12%), Instagram (10%), desktop video (10%), desktop display (3%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend increased by 13% from $17.9m in 2021 to $20.1m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as youtube.com, facebook.com, twitch.tv, instagram.com, and twitter.com. It placed 4% of these ads indirectly through Criteo onto sites such as mapquest.com, littlethings.com, observer.com, biography.com, and espn.com. 

Additional channel insights  

• Top podcasts sponsored: Last Podcast On The Left, Adam Carolla Show, Pardon My Take, Your Mom's House with Christina P. and Tom Segura, and Fly on the Wall with Dana Carvey and David Spade. 

Agency analysis:

• Opportunity: I recommend offering social media or influencer assistance. 
• Current roster:
  • RPA: creative, media, & digital AOR