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Target demographic: Gen-Z & millennials
The company will likely:
- Keep ramping up digital ad spend
- Diversify digital ad placement
- Launch an ad campaign/fresh creative
- Review its other accounts
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: RaceTrac spent nearly $2.1m on digital display ads YTD, a 40% increase from $1.5m spent in this channel during the same time period of 2022.
- YTD data: 262m impressions via Facebook (55%), Instagram (29%), and YouTube (15%).
- 2021-2022 spend: Full-year spend increased by 9% from $2.2m in 2021 to $2.4m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com.
Additional channel insights
- Vivvix: RaceTrac also invests in OOH and radio.
- It holds media planning discussions in Q4, and it buys during Q3.
- Top podcasts sponsored: The Steve Matthes Show on RacerX.
Agency analysis:
- Opportunity: Agency reviews commonly follow one another, so reach out now to be top-of-mind.
- Current roster:
- Luckie & Company: creative & brand AOR
- Brandware Public Relations: PR
- Media Brokers International: media planning
- Vert Digital: digital
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
