Gen-X, Millennial Media Opps: Glassdoor picks up media AOR (Score 52)

Glassdoor announced its new media AOR is Media Matters Worldwide. The agency will manage the company's omnichannel strategy, communications, analytics and data visualization. I believe this replaces incumbent media agency TWO Nil. We told you about Glassdoor acquiring Fishbowl in September. 

According to Pathmatics, Glassdoor earned 10.6m impressions YTD through Facebook ads (55%), desktop display ads (37%), Instagram ads (6%) and mobile display ads (1%). It placed the majority (64%) of these ads site direct onto sites such as ask.com, bada.tv, beyondfrosting.com, comicskingdom and currentargus.com. It placed the remainder (36%) indirectly through Display & Video 360 and Google AdX+AdSense onto sites such as abc15.com, aol.com, autooverload.com, bolavip.com and boston.com. It spent around $64.3k on digital display ads YTD, a 14% increase from $58.6k spent in this channel during the same time period of 2020. Full-year spend plummeted from $239.8k in 2019 to $66.7k in 2020. 

Sellers-- I believe Glassdoor mainly targets Gen-X and millennials. It allocates the majority of its ad dollars towards digital display ads. Spend decreased significantly in 2020, but it has started adding dollars back to this channel. It also invests in OOH, radio and local broadcast TV ads, per Kantar. Sellers that can offer relevant ad space should contact Glassdoor's DMs. 

Agency & martech readers-- As you know, agency reviews commonly follow one another, so reach out to this company to see if it needs anymore assistance. I recommend offering creative or digital services, for the best chance of picking up some of Glassdoor's business. I do not think you will face competition from any incumbent shops.