Advertiser Momentum Picking Up

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Biggest Advertiser Movers

Advertisers with the most momentum in the first few weeks of January have capitalized on WFH/social distancing trends and the usually lower CPMs this time of year. There were some familiar brands from Q4 in the Top 25 like Amazon and LendingTree. However more significant movement this January when compared to January 2020, which we originally referenced in this newsletter last month. 

We anticipate this momentum to continue, and the return of some absent spenders in the next few weeks - a good sign as we move through Q1.

Y/Y trends of the 2 week average of Weeks 2-3 2021 vs 2020. W/W trends from Week 3 vs Week 2 2021. Spans January 3 - 16.

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At A Glance: 

  • Rock Holdings up 79% W/W, and hit the Top 5 for the first time ever. While typically a big January spender, they are up 172% YoY.

  • Auto growth in January with GM up 63% W/W, and VW up 143% W/W. Slow start to 2021 for Ford, dropping from #7 to #32 in the last 2 weeks.

  • Absent in Jan 2020, Eli Lilly up 67% W/W and in the Top 20. So far in 2021, 50% of their spend is PD/PA, 25% Open and 25% PG.

Left-hand numbers represent Advertiser rank in the dataset.

Top January Gainers

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At A Glance: 

  • Not a usual Jan/Q1 spender, Unilever hit the Top 50 and likely on the rise. They are up 331% W/W following almost no spend in Q4.

  • Restaurants up 70% W/W driven by fast food brands McDonalds up 62% W/W, and Roark (Jimmy Johns) up 285% W/W. The return of casual dining should be a sign of rising consumer confidence.