Momvertising Digital Opps: Mixbook appoints media AOR (Score 73)
Sales lead: This appointment may lead to spend shifts & additional agency changes. 
- Mixbook announced Quigley-Simpson as its media AOR in July 2023.
- The agency is responsible for media planning, buying, & analytics.
- It will also help out with creative guidance.
- We predicted additional agency hires when we told you Mixbook picked up Havas Formula earlier this year.
Target demographic: Gen-X & millennial women (moms)
The company will likely:
- Seek digital, creative, or social media agency partners
- Continue ramping up digital ad spend
- Revise media strategy
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Mixbook spent approximately $241k on digital display ads YTD, more than double the $108.4k spent in this channel during the same time period of 2022.
- YTD data: 34m impressions via Facebook (70%), Instagram (26%), desktop display (3%), and mobile display (1%).
- 2021-2022 spend: Full-year spend fell 29% from $493.1k in 2021 to $349.1k in 2022.
- Ad location: It placed 96% of these ads directly onto facebook.com and instagram.com. It placed 4% of these ads indirectly through Google AdX+AdSense onto sites such as toptenreviews.com, kohls.com, tomsguide.com, stockcharts.com, and phys.org.
Additional channel insights
- Vivvix: Mixbook also invests in print and local broadcast.
Agency analysis:
- Opportunity: Keep reaching out to see if Mixbook needs any more assistance.
- Current roster:
- Havas Formula: PR AOR
- Quigley-Simpson: media AOR
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
