Female Millennial, Gen-X Opps: Etsy adds baby registry (Score 40)

Sales lead: Get in touch to help this company promote its new baby registry application.

• Etsy recently added a baby registry tool to its platform.
• This is due to the recent success of baby goods products.
• Current and expecting parents can now register on Etsy for personalized baby, children's, and nursery gifts. 
• We told you about Etsy's new creative AOR, Orchard, in July. 

Target demographic: Millennials & Gen-X with a female skew

The company will likely:

• Increase promotional activity to raise awareness for the baby registry 
• Continue increasing national TV spend
• Make additional agency changes (recent creative review)

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

• YTD spend: Etsy spent nearly $37.8m on national TV ads YTD, a 13% increase from $33.5m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped 37% from $56.9m in 2021 to $77.9m in 2022. 
• Ad programming: It placed ads during programming such as ABC World News Tonight With David Muir, SportsCenter, Law & Order: Special Victims Unit, The Golden Girls, and Friends. 

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

• YTD spend: Etsy spent approximately $18.6m on digital display ads YTD, a 21% decrease from $23.4m spent in this channel during the same time period of 2022.
• YTD data: 2.4m impressions via Facebook (52%), Instagram (26%), YouTube (13%), desktop display (6%), desktop video (2%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend increased by 14% from $32.4m in 2021 to $36.8m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, jcpenney.com, and gocomics.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as digitaltrends.com, yahoo.com, earthlink.com, msn.com, and cagesideseats.com. 

Additional channel insights  

• Vivvix: Etsy also utilizes radio, OOH, and local broadcast. 
  • It holds media planning discussions in Q1, and it buys during Q4. 
• Top podcasts sponsored: Stuff You Should Know, The Bobby Bones Show, The Dan Patrick Show, My Favorite Murder with Karen Kilgariff and Georgia Hardstark, and Morbid. 

Agency analysis:

• Opportunity: Keep reaching out because agency reviews tend to follow one another. 
• Current roster:
  • Ocean Media: media planning
  • Tinuiti: digital, programmatic, and digital creative
  • Orchard: creative