B2B Opps: Smartsheet launches campaign from new AOR (Score 18)
Sales Lead: Smartsheet just launched a campaign designed to show how it supports change for organizations..png)
- Made by creative AOR SS+K and media agency partner Noble People, the campaign rolled out across digital, broadcast, and regional OOH work.
- The OOH installments kicked off in Seattle and Chicago for now, and it will probably expand into additional markets within the coming months.
- The company will likely:
- Continue ramping up ad efforts
- Keep increasing national TV spend
- Return to higher digital spend
- Make additional roster shifts following SS+K's recent hire (more below)
- Target demographic:
- Business DMs
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Smartsheet has spent approximately $318.1k on national TV commercials YTD.
- Last year: The company did not utilize this channel last year but spent around $858.4m in 2021.
- 2023 ad programming: Smartsheet's 2023 commercials have aired during shows such as Shark Tank, The Source With Kaitlan Collins, Courtside - Live, Anderson Cooper, and CNN News Central.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the company has allocated roughly $1.3m toward digital ads, less than half of the roughly $2.7m allocated within the same 2022 timeframe.
- Smartsheet has placed most of this year's desktop display ads site direct onto destinations such as msn.com (25%), wired.com, techrepublic.com, arstechnica.com, and self.com.
- YTD data: The company has earned ~142.7m digital impressions YTD via YouTube (40%). desktop display (25%), Instagram (18%), Facebook (13%), and mobile display (4%) ads.
- Last year: In 2022, the company's estimated full-year spend of $3.5m reached 4x that of $866k in 2021.
- YTD spend: So far this year, the company has allocated roughly $1.3m toward digital ads, less than half of the roughly $2.7m allocated within the same 2022 timeframe.
- Additional channel insights
- The company utilizes Google Ads along with X, Facebook, Instagram, and online video (via Youtube.com, Youtube IOS, and Youtube Android) ads.
Additional agency insights:
- Opportunity: Get in touch, if you haven't yet done so, to see if any additional roster shifts follow Smartsheet's March 2023 appointment of SS+K.
- Current agency roster:
- SS+K: Creative AOR (March 2023)
- Noble People: Media agency partner
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
