Media Edge: Now Vitamins launches campaign as digital spend spikes
Media Sales Lead: Now Foods is utilizing a new campaign to show the quality of the products. "Feel Good Spending Less" was made by Hanson Dodge, Now's AOR since 2022. It rolled out across CTV, OTT, streaming audio, print (magazines such as Real Simple and Women's Health), digital, social media, and local partnerships.
Key Lead Takeaways: Get in touch soon... now?... to secure some of Now's increasing ad dollars as it continues rolling out work from its relatively new AOR. Just take Paramore's advice and don't try to take this from them.
Target Demographics: Better-for-you (BFY) millennials and Gen-X
Key Spend Notes:
- Spend shift summary: Digital spend is increasing sharply and will likely continue doing so.
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Now under All Categories*
- 2023 YTD Spend: $588.6k
- STP 2022 Spend: $130.6k
- 2022 FY Spend :$304k
- 2021 FY Spend: $962.5k
- 2020 FY Spend: $827.1k
YTD YOY Spend Increase: 351%
YTD Ad Flight Breakdown:
- Q1 2023 Spend: $187.2k
- Q2 2023 Spend: $397.5k
- Q3 2023 Spend (to date): $4k
YTD Impressions: 88,094,500
Top Ad Types: Desktop display (64%)
Top Purchase Channels: Direct (82%)
Top Publishers: Livestrong.com (45%), engadget.com, Facebook, wellandgood.com, and watchuseek.com
Top Industry/Vertical Spenders (YTD, by spend): Amazon, Procter & Gamble, Temu, PepsiCo, Walmart, Meta, and HBO
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads along with print, digital, OOH, Facebook, and online video (via Youtube.com and Youtube IOS) ads
Current Agency Roster:
- Hanson Dodge: Creative, media, and digital AOR (2022)
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
