Male Gen-Z, Millennial Opps: Dave & Busters kicks off remodeling project amid digital spend increases (Score 75)

Sales lead: The company will likely continue increasing digital ad spend to promote the updated locations. 

• Dave & Buster's (D&B) recently launched a remodeling project as part of its plan to improve the customer experience. 
• The company hopes to revamp between 40-45 locations in 2024.
• It hopes to complete the entire franchise by the end of 2026. 
• The company is also utilizing customer data to improve its loyalty program.

Target demographic: Millennials & Gen-Zers with a male skew

The company will likely:

• Keep ramping up digital spend 
• Seek agency assistance promoting the remodels & loyalty program
• Launch an ad campaign

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

• YTD spend: D&B spent approximately $3m on national TV ads YTD, a slight (9%) decrease from $3.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 74% from $1.9m in 2021 to $3.3m in 2022. 
• Ad programming: It placed ads during programming such as College Football, NBA Basketball, College Basketball, NFL Live, and 2023 NFL Draft. 

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

• YTD spend: D&B spent nearly $9.6m on digital display ads YTD, more than double the $4.7m spent in this channel during the same time period of 2022. 
• YTD data: 1.1b impressions via Facebook (32%), YouTube (30%), Instagram (26%), desktop video (11%), and Twitter (1%). 
• 2021-2022 spend: Full-year spend fell 41% from $8.1m in 2021 to $4.8m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitch.tv, and twitter.com. It placed 1% of these ads indirectly through Google Adx+AdSense onto sites such as football.fantasysports.yahoo.com, 1011now.com, nba.com, snopes.com, and petsreporter.com. 

Additional channel insights  

• D&B also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Reach out to see if you can pick up some of D&B's business. 
• Current roster:
  • Spark: social AOR
  • Mother NY: creative & digital AOR
  • Camelot Strategic Marketing & Media: media AOR