Gen-Z Digital Opps: Dictionary.com experiments with new ways to reach younger audience (Score 52)
Sales lead: Get in touch if you can help this company resonate with Gen-Z. 
- Dictionary.com recently started a content series called "Word of the Day" to reach Gen-Z students.
- The company posts the videos, which are between 30-45 seconds long, onto Instagram, TikTok, Facebook, YouTube, and X.
- Dictionary.com's DMs view TikTok as the most important channel to reach Gen-Zers.
In other news:
- Dictionary.com hired Simon Curtis as revenue, business development, and marketing VP earlier this year.
- Curtis most recently served as global VP of supply and demand partnerships at Firework.
Target demographic: Gen-Z students
The company will likely:
- Partner with influencers
- Seek agencies that have experience reaching younger demographics
- Keep ramping up digital spend
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Dictionary.com spent about $22.8k on digital display ads YTD, a significant increase from $1.2k spent in this channel during the same time period of 2022.
- YTD data: 4.6m impressions via desktop display (80%), mobile display (19%), and mobile display (1%).
- 2021-2022 spend: Full-year spend plummeted from $914.3k in 2021 to $1.4k in 2022.
- Ad location: It placed 58% of these ads directly onto sites such as sears.com, yahoo.com, thepioneerwoman.com, mashable.com, and msn.com. It placed 42% of these ads through multiple indirect channels onto sites such as providencejournal.com, yahoo.com, sourceforge.net, bodybuilding.com, and people.com.
Agency analysis:
- Opportunity: Reach out to see if you can pick up some of Dictionary.com's business.
- We have not confirmed any current agency relationships for this company.
Insight Sources: Digital spend insights estimated by Pathmatics.
