Momvertising Opps: Hyland's Naturals selects AOR amid spend declines (Score 23)

Sales lead: This appointment will likely lead to higher ad spending & more roster shifts.

Target demographic: Millennial moms

The company will likely:

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

YTD spend: Hyland's spent approximately $565.8k on national TV ads YTD, about 57% of the $1m spent in this channel during the same time period of 2022.
2021-2022 spend: Full-year spend increased by 30% from $770.2k in 2021 to $1m in 2022.
Ad programming: It placed ads during programming such as Ayman, Deadline: White House, All In With Chris Hayes, 9-1-1, and Law & Order: Special Victims Unit.

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

YTD spend: Hyland's spent about $431.9k on digital display ads YTD, just 52% of the $834.3k spent in this channel during the same time period of 2022.
YTD data: 62.3m impressions via Facebook (49%), Instagram (34%), YouTube (10%), desktop display (5%), and mobile display (1%).
2021-2022 spend: Full-year spend jumped from $275.3k in 2021 to $874.9k in 2022.
Ad location: It placed 96% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, mindbodygreen.com, and slate.com. It placed 4% of these ads through multiple indirect channels onto sites such as eatingwell.com, wordfind.com, theknot.com, chicagotribune.com, and zacks.com.

Agency analysis:

Opportunity: Agency appointments tend to follow one another, so reach out to see if Hyland's is looking for any more help.
Current roster:
- Madwell: creative AOR
- Furtive Collective: digital

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

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