Millennial Media Opps: Oura apppoints media AOR amid (Score 63)

Sales lead: This may lead to spend shifts & additional agency changes. 

• Oura named Mediahub its global media AOR in November 2023.
• The company had been taking care of media duties in-house. 
• Mediahub is tasked with helping Oura reach new consumers. 

Target demographic: Millennials

The company will likely:

• Revise media strategy
• Increase ad spend
• Make additional agency changes

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

• YTD spend: Oura spent about $7.2m on national TV ads YTD, a 23% decrease from $9.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $3.7m in 2021 to $9.9m in 2022. 
• Ad programming: It placed ads during programming such as College Football, NFL Football, The Masked Singer, The Voice, and 155th Belmont Stakes. 

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

• YTD spend: Oura spent nearly $9.9m on digital display ads YTD, a slight (3%) increase from $9.6m spent in this channel during the same time period of 2022.  
• YTD data: 948.4m impressions via desktop video (46%), Instagram (25%), YouTube (15%), Facebook (12%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend fell by 17% from $12.8m in 2021 to $10.6m in 2022. 
• Ad location: It placed 95% of these ads directly onto sites such as instagram.com, youtube.com, news.yahoo.com, facebook.com, and zdnet.com. It placed 5% of these ads through multiple indirect channels onto sites such as zdnet.com, cnet.com, football.fantasysports.yahoo.com, nytimes.com, and independent.co.uk. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so reach out now to be top-of-mind. 
• Current roster:
  • Mediahub: media AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.