Female Gen-X, Millennial Opps: Bob's Discount Furniture announces new media AOR (Score 69)

Sales lead: This appointment will affect the company's media strategy & agency roster. 

• Bob's Discount Furniture selected Horizon Next as its media AOR in June 2023. 
• The agency is responsible for all paid media such as TV, CTV, OOH, social, search, digital audio, and programmatic. 
• This replaces Havas Media, which won the account in 2017.
• Pile and Co. handled the review. 

Target demographic: Millennials & Gen-X women

The company will likely:

• Continue increasing ad spend
  • Digital spend is down YTD, but the company drastically increased spend in 2022
• Review other agency relationships/seek additional assistance
• Revise media strategy

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

• YTD spend: Bob's spent around $1.7m on national TV ads YTD, equal to the amount it spent during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 82% from $2.2m in 2021 to $4m in 2022. 
• Ad programming: It placed ads during programming such as Jeopardy!, Noticiero Univisión, Primer impacto, 1st Look, and Today. 

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

• YTD spend: Bob's spent around $4.2m on digital display ads YTD, a 14% decrease from $4.9m spent in this channel during the same time period of 2022. 
• YTD data: 389.9m impressions via desktop video (35%), Facebook (34%), YouTube (14%), Instagram (9%), desktop display (6%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend skyrocketed from $1.4m in 2021 to $12.2m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as twitch.tv, facebook.com, youtube.com, instagram.com, and cbslocal.com. It placed 1% of these ads indirectly through Display & Video 360 onto sites such as weather.com, earthlink.net, trulia.com, sheknows.com, and foxnews.com. 

Additional channel insights  

• Vivvix: It also invests in OOH, radio, and local broadcast. 
  • It holds media planning discussions in Q2, and it buys during Q1. 

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • Arnold Worldwide: creative
  • THIRD EAR: multicultural
  • In-house: creative
  • Horizon Next: media AOR