Male Millennial, Gen-X Opps: Shell completes media review, increases ad spend (Score 63)

Sales lead: This appointment will affect the company's media strategy & could lead to more agency shifts. 

• Shell completed the media review we told you about by naming Havas Media its new AOR.
• Effective January 2024, Havas will handle all global strategic media buying duties for Shell.
• This replaces EssenceMediaCom.

Target demographic: Gen-X & millennial men

The company will likely:

• Revise its media strategy
• Continue increasing ad spend
• Review other agency relationships

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

• YTD spend: Shell spent almost $2.8m on national TV ads YTD, a huge increase from $150.8k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $2.2m in 2021 to $6.5m in 2022. 
• Ad programming: It placed ads during programming such as 2023 Indianapolis 500, NBC Nightly News With Lester Holt, Jeopardy!, Wheel of Fortune, and MLB Baseball. 

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

• YTD spend: Shell spent nearly $10.9m on digital display ads YTD, up 63% from $6.7m spent in this channel during the same time period of 2022. 
• YTD data: 1.2b impressions via YouTube (37%), Facebook (29%), Instagram (16%), desktop display (11%), desktop video (6%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend increased by 10% from $8.4m in 2021 to $9.2m in 2022. 
• Ad location: It placed 94% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitch.tv, and travelandleisure.com. It placed 6% of these ads through multiple indirect channels onto sites such as caranddriver.com, travelandleisure.com, youtube.com, roadandtrack.com, and fandom.com. 

Additional channel insights  

• Vivvix: Shell also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Reach out now because agency reviews commonly follow one another. 
• Current roster:
  • Havas Media: Media AOR
  • Wunderman Thompson Atlanta: creative, digital, & social AOR
  • Hill+Knowlton Strategies: PR