Gen-X, Millennial Media Opps: Liquid I.V. appoints creative AOR amid spend increases (Score 10)

Sales lead: Start reaching out soon to offer ad space ahead of the 2024 summer campaign. 

• Liquid I.V. selected Anomaly as its creative AOR in November 2023.
• The agency is tasked with creating a summer 2024 brand campaign. 
• The push will be supported through TV, digital, social, and partnerships. 

Target demographic: Millennials & Gen-Xers

The company will likely:

• Continue ramping up ad spend
• Launch an ad campaign (summer 2024)
• Seek additional agency assistance (PR, media, or social)

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

• YTD spend: Liquid I.V. spent almost $13.2m on national TV ads YTD, a huge increase from $917.7k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: It spent around $917.7k in this channel in 2022.
  • It did not air any ads in 2021. 
• 2022 ad programming: It placed ads during programming such NFL Football, The Big Bang Theory, Good Morning America, The Masked Singer, and The Tonight Show Starring Jimmy Fallon. 

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

• YTD spend: Liquid I.V. spent nearly $23.7m on digital display ads YTD, a 55% increase from $15.3m spent in this channel during the same time period of 2022.
• YTD data: 3.1b impressions via Facebook (42%), Instagram (36%), YouTube (14%), desktop video (3%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 25% from $13.2m in 2021 to $16.5m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitch.tv, and ar15.com. It placed 1% of these ads indirectly through The Trade Desk onto sites such as theknot.com, yahoo.com, setlist.fm, mlb.com, and walmart.com. 

Additional channel insights  

• Top podcasts sponsored: Crime Junkie, The Glenn Beck Program, Smartless, Morbid, and The Dan Le Batard Show with Stugotz. 

Agency analysis:

• Opportunity: Agency appointments tend to follow one another, so get in touch now to be top-of-mind.
• Current roster:
  • Tinuiti: digital & programmatic AOR
  • Anomaly: creative AOR