Millennial, Gen-Z Media Opps: Domino's starts advertising new delivery technology, promotes marketing DM (Score 69)

Sales lead: Reach out now if you can help this company promote its new delivery technology. 

• Domino's just announced Pinpoint Delivery, which will allow it to deliver pizza to a pin dropped on a map. 
  • This will help the chain's drivers find customers at locations such as parks or beaches. 
• Domino's is promoting Pinpoint Delivery with a campaign from its AOR, WorkInProgress.
  • The campaign is set to run from June 26th through August.
  • It will be supported through linear TV, CTV, and digital.

In other news:

• Domino's promoted Kate Trumbull to chief brand officer in March 2023.
• Trumbull joined the company in 2011, most recently serving as advertising & Hispanic marketing VP. 
• She is now responsible for advertising, media, product development, digital marketing, field marketing, and business sales. 

Target demographic: Gen-Zers & millennials 

The company will likely:

• Keep shifting dollars from TV to digital channels
• Significantly increase ad spend over the next couple of months
• Continue investing in delivery technology 

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

• YTD spend: Domino's spent approximately $144.5m on national TV ads YTD, down 8% from $156.6m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped 13% from $410.6m in 2021 to $357.1m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, College Basketball, Law & Order: Special Victims Unit, and SportsCenter. 

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

• YTD spend: Domino's spent around $47m on digital display ads YTD, a 5% increase from $44.8m spent in this channel during the same time period of 2022. 
• YTD data: 6.3b impressions via YouTube (36%), desktop display (24%), Instagram (20%), Facebook (15%), mobile display (6%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend jumped 25% from $69.8m in 2021 to $87m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, yahoo.com, and aol.com. It placed 4% of these ads through multiple indirect channels onto sites such as yahoo.com, answers.yahoo.com, news.yahoo.com, zillow.com, and yahoo.com/health. 

Additional channel insights  

• Vivvix: Domino's also utilizes OOH, radio, and local broadcast. 
  • It holds media planning discussions in Q2, and it buys during Q1. 
• Top podcasts sponsored: The Ben Shapiro Show, My Favorite Murder with Karen Kilgariff and Georgia Hardstark, Conan O'Brien Needs A Friend, Motley Fool Money, and Stuff They Don't Want You To Know. 

Agency analysis:

• Opportunity: Domino's appears to only have one AOR, so get in touch to see if it needs any more assistance. 
• Current roster:
  • WorkInProgress: digital & creative AOR