Momvertising Opps: Macy's kicks off holiday campaign (Score 65)

Sales lead: Reach out now to score some of these extra holiday campaign dollars. 

• Macy's got a head start on holiday advertising by kicking off its holiday anthem spot in October. 
• The 30-second ad debuted during the NFL on Fox. 
• It will run a 60-second version in theaters and during the Macy's Thanksgiving Day Parade. 
• This is the first big push since it named Abigail James interim CBO.

Target demographic: Gen-X & millennial women (moms)

The company will likely:

• Significantly increase ad spend throughout Q4
• Rollout additional campaign content
• Review the agency roster (recent DM shifts)

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

• YTD spend: Macy's spent nearly $68.5m on national TV ads YTD, a 22% decrease from $82.9m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped 15% from $156.8m in 2021 to $134m in 2022.
• Ad programming: It placed ads during programming such as Family Feud, Law & Order: Special Victims Unit, Good Morning America, General Hospital, and Vanderpump Rules. 

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

• YTD spend: Macy's spent nearly $31.6m on digital display ads YTD, a 31% decrease from $46.5m spent in this channel during the same time period of 2022. 
• YTD data: 3.9b impressions via Facebook (32%), YouTube (29%), Instagram (19%), desktop display (14%), desktop video (3%), and mobile display (3%). 
• 2021-2022 spend: Full-year spend fell 10% from $74.1m in 2021 to $66.7m in 2022.
• Ad location: It placed 95% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, popsugar.com, and slate.com. It placed 6% of these ads through multiple indirect channels onto sites such as yahoo.com, youtube.com, flickr.com, usmagazine.com, and popsugar.com. 

Additional channel insights  

• Vivvix: Macy's also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: We have not seen any roster shifts since the recent DM shakeup, so keep offering your services. 
• Current roster:
  • BBDO Worldwide: creative AOR
  • CarlByrd&Co.: creative AOR
  • Digitas: media AOR
  • Influential: influencer relations