Media Edge: Dell launches new campaign
Media Sales Lead: In a new campaign, Dell promotes its new tech innovations, which help its clients pursue their passions. Creative AOR VMLY&R, specifically agency DMs Justin Ebert and Niraj Zaveri, was behind the campaign's two spots. The campaign rolled our across channels such as broadcast, connected TV (CTV), digital, and social.
Key Lead Takeaways: Reach out soon since spend should ramp up to support this new initiative.
Target Demographics: Business DMs
Key Spend Notes:
- Spend shift summary: Spend has drastically decreased, so Dell may need extra assistance improving ROI. As I briefly mentioned, the company should return to higher spend now that it has launched a new campaign.
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Dell under Electronics & Communication: Computers & Tablets*
- 2023 YTD Spend: $0
- 2022 FY Spend: $2.6m
- 2021 FY Spend: $12.9m
- 2020 FY Spend: $24.8m
**Note: The following national TV data refers to 2022.**
Ad Flight Breakdown (by spend): Dell aired niie spots in 2022; its top five were four "Expand Your Youniverse" spots and, fifth, "Black Friday in July Event."
Top Daypart (by impressions): Primetime (132)
Top Networks (by spend): Comedy Central, Nick@Nite, Adult Swim, VH1, and MTV
Top Shows (by spend): Friends, Ridiculousness, South Park, The Office, and Bob's Burgers.
Top Industry/Vertical Spenders (YTD, by spend): Meta Quest (37.5%), Microsoft Surface 16%), Apple iPad (12.1%), Epson (7.2%), and Samsung Electronics (7.1%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Dell under Computers & Consumer Electronics*
- 2023 YTD Spend: $40.1m
- STP 2022 Spend: $45.4m
- 2022 FY Spend: $85.9m
- 2021 FY Spend: $136.8m
- 2020 FY Spend: $87.3m
YTD YOY Spend Increase: -12%
YTD Ad Flight Breakdown:
- Q2-Q3 2023 Spend (to date): $19.5m
- Q1 2023 Spend: $20.9m
- Q1 2022 Spend: $26m
- Q2 2022 Spend: $22.5m
- Q3 2022 Spend: $20.1m
- Q4 2022 Spend: $17.8m
YTD Impressions: 5,062,051,100
Top Ad Types: Facebook (36%) and Instagram (27%)
Top Purchase Channels: Direct (95%)
Top Publishers: Facebook (36%) and Instagram (27%)
Top Industry/Vertical Spenders (YTD, by spend): Samsung (12%), Dell, Bose, Apple, Lenovo, Remarkable AS, and Google
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads along with OOH, print, local broadcast, digital, radio, Instagram, Tiktok, Facebook, Twitter, and online video (via Youtube Android, Youtube IOS, and Youtube.com) ads
Top Sponsored Podcasts: Stuff To Blow Your Mind, The Daily Show With Trevor Noah: Ears Edition, First Take, The Daily Zeitgeist, and Blank Check with Griffin & David
Social Demographics: Primary: men from the ages of 45-54; secondary: men from the ages of 35-44 and 55+
DRTV:
- Short-form DRTV ads
- Network TV coverage is neutral between "highly concentrated" and "widely dispersed"
- Dell will not likely launch a new campaign soon.
- Top TV Networks: CN, ANP, CMT, DIY, and NBCS
Current Agency Roster:
- VMLY&R: Creative AOR
- In-House: Creative
- EssenceMediaCom: Media AOR
- MediaMonks: Media agency partner
- McNeely Pigott & Fox Public Relations: PR agency partner
- Springbox: Digital agency partner
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics; audience insights by StatSocial.
