Affluent Gen-X, Boomer Opps: Silversea appoints media AOR amid digital spend increases (Score 26)

Sales lead: Reach out now to offer ad space & inquire about other agency opportunities. 

• Silversea Cruises picked up Mediahub as its new media AOR in October 2023.
• The agency will handle media planning, buying, data, and strategy. 
• Mediahub is also responsible for audience strategy. 

Target demographic: Affluent Gen-Xers & boomers

The company will likely:

• Keep ramping up digital spend
• Revise media strategy 
• Make additional agency changes

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

• YTD spend: Silversea spent about $3.7m on digital display ads YTD, a huge increase from $343.6k spent in this channel during the same time period of 2022. 
• YTD data: 282.2m impressions via YouTube (88%), desktop display (6%), Facebook (3%), and Instagram (2%). 
• 2021-2022 spend: Full-year spend fell by 46% from $884.3k in 2021 to $481.9k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, msn.com, and artnet.com. It placed 1% of these ads through multiple indirect channels onto sites such as msn.com, quora.com, rollingstone.com, yahoo.com, and travelandleisure.com. 

Additional channel insights  

• Vivvix: Silversea also utilizes OOH, print, and local broadcast.

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • MMGY Global: digital
  • Mediahub: media AOR