Millennial Media Opps: PayPal completes media review (Score 58)

Sales lead: Reach out to offer ad space & to inquire about other agency opportunities. 

• PayPal just concluded a year-long media review by appointing GroupM global media AOR.
• This replaces the Kepler Group. 
• We told you about the review when we reported that PayPal had promoted Leanne Sheraton to CMO. 

Target demographic: Millennials

The company will likely:

• Revise media strategy
• Ramp digital spend back up
• Make additional agency changes

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

• YTD spend: PayPal spent around $41.3m on digital display ads YTD, a 34% decrease from $63m spent in this channel during the same time period of 2022. 
• YTD data: 5.8b impressions via Facebook (55%), Instagram (19%), YouTube (18%), and desktop display (8%). 
• 2021-2022 spend: Full-year spend plummeted from $149.2m in 2021 to $64.8m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, livenation.com, and setlist.fm. It placed 3% of these ads indirectly through Google AdX+AdSense and Display & Video 360 onto sites such as ticketmaster.com, livenation.com, ebay.com, yahoo.com, and thesaurus.com. 

Additional channel insights  

• Vivvix: PayPal also invests in radio.
• Top podcasts sponsored: NPR News Now, Stuff You Should Know, The Ben Shapiro Show, The Joe Rogan Experience, and The Matt Walsh Show.

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • GroupM: media AOR
  • Just Global: digital
  • This Machine by Agent3: creative