Male Millennial Opps: Hertz partners with GM to add more EVs to its fleet (Score 53)

Sales lead: The company will likely ramp up ad spend to promote these initiatives. 

• Hertz recently partnered with GM to add more electric vehicles to its rental fleet. 
• The company will purchase 175k EVs from GM over the next five years. 
• This is part of the company's initiatives to reduce carbon emissions and become more sustainable. 
• Hertz's CEO, Stephen Scherr, is hosting a new video series called "Are We There Yet?" to discuss EV news and innovation. 

Target demographic: Male millennials

The company will likely:

• Continue ramping up digital spend
• Increase promotional activity for its sustainable operations
• Seek new agency partners (recent CMO hire)

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

• YTD spend: Hertz spent about $9.8k on national TV ads YTD, a 30% decrease from $13.8k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell from $82.6k in 2021 to $27.2k in 20222. 
• Ad programming: It placed ads during programming such as Pickleball, Formula 1 Racing, PPA Tour Pickleball - Live, and Center Court. 

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

• YTD spend: Hertz spent around $25.3m on digital display ads YTD, a significant increase from $10.7m spent in this channel during the same time period of 2022. 
• YTD data: 3b impressions via Instagram (39%), YouTube (30%), Facebook (22%), desktop display (7%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend increased by 24% from $12.7m in 2021 to $15.8m in 2022. 
• Ad location: It placed 95% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, rentalcars.com, and priceline.com. It placed 5% of these ads indirectly through Google AdX+AdSense and Display & Video 360 onto sites such as expedia.com, orbitz.com, vrbo.com, travelocity.com, and quora.com. 

Additional channel insights  

• Vivvix: Hertz also invests in OOH, radio, and local broadcast. 
• Top podcasts sponsored: NPR News Now, The Economist Podcasts, Stories from NPR: NPR, FOX News Hourly Update, and Skip and Shannon: Undisputed. 

Agency analysis:

• Opportunity: We have not seen any agency appointments since Hertz hired a CMO in January, so keep reaching out to pitch your services. 
• Current roster:
  • FKQ Advertising: creative & digital