Media Edge: Jones Soda brings marketing duties in-house
Media Sales Lead: Jones Soda revealed during its recent Q1 earnings report that it has been bringing marketing duties in-house in an effort to lower SG&A costs. It believes the money it previously spent on agency partnerships will be more effectively spent directly on advertising. While it is cutting costs, the company has not decreased ad spend. In fact, it has been increasing digital spend for the past couple of years. Jones will also monitor ad spend and promotional programs closely so that it is utilizing the best ad channels.
Key Lead Takeaways: Reach out to offer high-ROI ad space.
Target Demographic: Gen-Zers & millennials
Key Spend Notes:
- Jones relies heavily on social media ads.
- Top spending period: Q2
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Jones under Soft Drinks, Sodas, & Colas**
2023 YTD Spend: $98.6k
2022 FY Spend: $438.3k
2021 FY Spend: $290.6k
2020 FY Spend: $54.9k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $152.9k
- Q2 2022 Spend: $166k
- Q3 2022 Spend: $63.6k
- Q4 2022 Spend: $59.6k
Impressions: 13.4m
Top Ad Types (by spend): Instagram (51%) and Facebook (49%).
Top Purchase Channels: Direct (100%).
Top Publishers: instagram.com and facebook.com.
Top Industry/Vertical Spenders: Coca-Cola (43%), PepsiCo (41%), Keurig Dr Pepper (12%), BlueTriton Brands (2%), and hiyo (1%).
Top Creative (by spend; see below): Pathmatics reports that 18 creatives have run during 2023 (note that not all creatives debuted in 2023).
Current Agency Roster:
- ICR: PR
- In-house: media
Insight Sources: Digital spend insights estimated by Pathmatics.
