Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Lemonade kicks off first brand campaign
Media Sales Lead: Lemonade just introduced its first-ever brand campaign. The push includes three 30-second spots that will air across CTV and other digital channels. It will also be supported by direct mail and email marketing. The company is specifically targeting Gen-Zers and millennials. Lemonade's in-house team worked with creative agency Gus on the creative while the company's media team handled media.
Key Lead Takeaways: The company has been decreasing ad spend over the past couple of years. However, by launching its first brand campaign, Lemonade signals it is gearing up to increase ad spend. The company also appears to be focusing on digital channels, which makes sense considering its target audience. I advise readers to offer ad space now.
Target Demographic: Gen-Z & millennials
Key Spend Notes:
- The company is currently prioritizing digital channels.
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Lemonade under Insurance**
- 2023 YTD Spend: $0
- 2022 FY Spend: $0
- 2021 FY Spend: $1.1m
- 2020 FY Spend: $0
2021 Ad Flight Breakdown (by spend): Lemonade aired one spot in 2021, "Protect a Lot for Not a Lot."
2021 Top Daypart (by impressions): Primetime (44.2m), Weekend Afternoon (39.3m), Weekend Day (39.2m), Day Time (33.7m), and Early Fringe (25.3m).
2021 Top Networks (by spend): HGTV, Laff TV, ION Mystery, Hallmark Movies & Mysteries, and A&E.
2021 Top Shows (by spend): Law & Order, The First 48, Home Town, CSI: Miami, and Love It or List It.
YTD Top Industry/Vertical Spenders (by spend): Geico (29%), Progressive (26%), State Farm (18%), USAA (10%), and Farmers Insurance (9%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Lemonade under Insurance**
2023 YTD Spend: $2.5m
2022 FY Spend: $10.9m
2021 FY Spend: $17.4m
2020 FY Spend: $8.5m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $3.2m
- Q2 2022 Spend: $3m
- Q3 2022 Spend: $3.5m
- Q4 2022 Spend: $1.2m
Impressions: 345.2m
Top Ad Types (by spend): Facebook (44%), YouTube (41%), Instagram (7%), desktop video (4%), desktop display (2%), and mobile display (1%).
Top Purchase Channels: Direct (97%) and Unknown (3%).
Top Publishers: facebook.com, youtube.com, instagram.com, ghanaweb.com, and nydailynews.com.
Top Industry/Vertical Spenders: State Farm (11%), Liberty Mutual Home Insurance (10%), USAA (8%), Progressive (7%), and Liberty Mutual Auto Insurance (4%).
Top Creative (by spend; see below): Pathmatics reports that 270 creatives have run during 2023 (note that not all creatives debuted in 2023).
Current Agency Roster:
- In-house: creative & media
- Gus: creative
