Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Millennial Media Opps: PayPal completes media review (Score 58)
Sales lead: Reach out to offer ad space & to inquire about other agency opportunities.
- PayPal just concluded a year-long media review by appointing GroupM global media AOR.
- This replaces the Kepler Group.
- We told you about the review when we reported that PayPal had promoted Leanne Sheraton to CMO.
Target demographic: Millennials
The company will likely:
- Revise media strategy
- Ramp digital spend back up
- Make additional agency changes
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: PayPal spent around $41.3m on digital display ads YTD, a 34% decrease from $63m spent in this channel during the same time period of 2022.
- YTD data: 5.8b impressions via Facebook (55%), Instagram (19%), YouTube (18%), and desktop display (8%).
- 2021-2022 spend: Full-year spend plummeted from $149.2m in 2021 to $64.8m in 2022.
- Ad location: It placed 97% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, livenation.com, and setlist.fm. It placed 3% of these ads indirectly through Google AdX+AdSense and Display & Video 360 onto sites such as ticketmaster.com, livenation.com, ebay.com, yahoo.com, and thesaurus.com.
Additional channel insights
- Vivvix: PayPal also invests in radio.
- Top podcasts sponsored: NPR News Now, Stuff You Should Know, The Ben Shapiro Show, The Joe Rogan Experience, and The Matt Walsh Show.
Agency analysis:
- Opportunity: Agency reviews commonly follow one another, so get in touch now to be top-of-mind.
- Current roster:
- GroupM: media AOR
- Just Global: digital
- This Machine by Agent3: creative