Media Edge: Fiverr launches new ad campaign amid spend increases

Media Sales Lead: Fiverr just kicked off an ad campaign called "Power of Humanity." The push is headlined by a 60-second hero ad that illustrates the importance of human talent as AI advances. The spot will be supported across TV and digital. The campaign, which was created in-house, also includes OOH ads in New York City. 

Key Lead Takeaways: Reach out now to score some of these extra ad dollars. The company has been increasing digital and national TV spend so far this year. It has already spent more on digital ads in 2023 than it did during all of 2022. 

Target Demographic: Freelancers & businesses seeking freelance talent

Key Spend Notes:

• Top spending period: Q4

National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Fiverr under Consulting**

• 2023 YTD Spend: $6.5m
• STP 2022 Spend: $6.3m
• 2022 FY Spend: $7.2m
• 2021 FY Spend: $8.1m

Ad Flight Breakdown (by spend): Fiverr has aired eight spots in 2023; the top five were "Amazing Website," "Gorgeous App," "Social Media," "Amazing Work," and "Expand Your Team: Marco." 

Top Daypart (by impressions): Day Time (363m), Early Fringe (311m), Primetime (297m), Weekend Afternoon (185m), and Early Morning (183m). 

Top Networks (by spend): ABC, ESPN, NFL Network, Univision, and FIY. 

Top Shows (by spend): NFL Football, NBA Basketball, Super Bowl LVII Pregame, NFL Football - Classic Replay, and Forensic Files. 

Top Industry/Vertical Spenders (by spend): SmartAsset (24%), Fiverr (20%), Kroll (16%), InventHelp (9%), and Deloitte (6%). 

Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Fiver under Advertising & Marketing**

2023 YTD Spend: $17.2m
2022 STP Spend: $5.3m
2022 FY Spend: $9.7m
2021 FY Spend: $10.6m

2022 Ad Flight Breakdown:

• Q1 2022 Spend: $2m
• Q2 2022 Spend: $1.6m
• Q3 2022 Spend: $2.6m
• Q4 2022 Spend: $3.4m

2023 Impressions: 1.7b

Top 2023 Ad Types (by spend): YouTube (55%), desktop video (22%), Instagram (8%), Facebook (8%), desktop display (5%), mobile display (1%), and Twitter (1%). 

Top Purchase Channels: Direct (94%), Display & Video 360 (3%), Amazon DSP (2%), and Google AdX+AdSense (1%). 

Top Publishers: youtube.com, brainly.com, facebook.com, instagram.com, and twitter.com. 

Top Industry/Vertical Spenders: MediaGo (6%), Fiverr (6%), CustomInk (5%), Insticator (5%), and MailChimp (5%). 

Top Creative (by spend; see below): Pathmatics reports that 954 creatives have run during 2023 (note that not all creatives debuted in 2023).

Other Media Spend Analysis & Breakdown

• Top podcasts sponsored: NPR News Now, The Glenn Beck Program, The Bobby Bones Show, and The Jordan Harbinger Show. 

Current Agency Roster:

• Mekanism: creative AOR