Male Millennial, Gen-X Opps: Geico kicks off marketing push starring Will Arnett (Score 58)

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

• Geico just launched a new campaign featuring famous actor Will Arnett. 
• It includes four spots that each have 30- and 15-second versions. 
• The spots will be supported across broadcast TV, CTV, Twitter, and TikTok. 
• This is the company's first campaign since naming Mediabrands its media AOR in February. 
  • It also worked with creative AOR The Martin Agency. 

Target demographic: Millennial & Gen-X men

The company will likely:

• Ramp up ad spend throughout the campaign 
• Seek additional agency assistance (recent media appointment)
• Invest in new ad channels such as TikTok

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

• YTD spend: Geico spent approximately $160.9m on national TV ads YTD, just 49% of the $331.2k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell 21% from $893.4m in 2021 to $708.3m in 2022.
• Ad programming: It placed ads during programming such as NFL Football, College Basketball, NBA Basketball, 2023 NFL Draft, and NHL Hockey. 

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

• YTD spend: Geico spent nearly $10.2m on digital display ads YTD, just 23% of the $43.8m spent in this channel during the same time period of 2022. 
• YTD data: 1.2b impressions via Facebook (37%), YouTube (33%), desktop video (15%), Instagram (10%), and desktop display (5%).  
• 2021-2022 spend: Full-year spend dropped 54% from $210.9m in 2021 to $96.1m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitch.tv, and espn.com. It placed 4% of these ads through multiple indirect channels onto sites such as amazon.com, yahoo.com, nhl.com, ebay.com, and aol.com. 

Additional channel insights  

• Vivvix: Geico also utilizes OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: The Daily, Something You Should Know, Stuff You Should Know, Wait Wait... Don't Tell Me!, and Radiolab. 

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so contact Geico's DMs to offer your services. 
• Current roster:
  • Mediabrands: media AOR
  • The Martin Agency: creative & digital AOR