Media Edge: Beyond Yoga expands outside of CA, ramps up ad spend
Media Sales Lead: Beyond Yoga (BY) has started expanding outside of CA with its new location in Chicago. The new store includes women's, men's, maternity, and toddler leggings. It started opening brick-and-mortar locations soon after being acquired by Levi Strauss & Company in 2021. It now operates six stores. The brand's DMs believe physical locations will help it reach additional consumers. In other news, BY has been aggressively increasing digital spend throughout 2023.
Key Lead Takeaways: BY will likely continue expanding, so get in touch to see if you can help it promote new openings. Plus, I see no signs of it decreasing digital spend anytime soon.
Target demographic: Gen-Z & millennial women
Key Spend Notes:
- Top spending period: Q4
- The brand relies heavily on Facebook and Instagram ads.
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes BY under Yoga Apparel**
2023 YTD Spend: $5.2m
2022 STP Spend: $1.9m
2022 FY Spend: $2.4m
2021 FY Spend: 3m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $433.2k
- Q2 2022 Spend: $286.7k
- Q3 2022 Spend: $633.4k
- Q4 2022 Spend: $1m
Impressions: 778.5m
Top Ad Types (by spend): Facebook (55%) and Instagram (45%).
Top Purchase Channels: Direct (100%).
Top Publishers: facebook.com and instagram.com.
Top Industry/Vertical Spenders: Beyond Yoga (35%), alo yoga (23%), Athleta (18%), Puma (17%), and Nike Yoga (3%).
Top Creative (by spend; see below): Pathmatics reports that 696 creatives have run during 2023 (note that not all creatives debuted in 2023).
Insight Sources: Digital spend insights estimated by Pathmatics.
