Empower MediaMarketing | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
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Momvertising Opps: Land O'Frost increases ad presence, includes higher digital, video spend
Subject: TV, video, digital, online, social media
Company: Land O' Frost, headquartered in Lansing, IL, is a manufacturer and distributor of packaged meats.
Opportunity: After launching its "Mom Zone" TV campaign last summer, Land O' Frost has been making strides to grow its business in fresh ways, including updated marketing efforts and new products.
Although Frost's marketing efforts in the past have relied on a mix of traditional media with smaller budgets, recently advertising has skewed more towards digital, partnerships and events. According to Pathmatics, the packaged meat company has more than tripled its digital display spend since last year, focusing primarily on video. Furthermore, Kantar Media reports that digital display took up the second largest portion of media spend in 2015, and has taken up the largest portion of spending for 2016 YTD.
In addition to increased digital, earlier this summer the company announced its partnership with Warner Brothers to sponsor the new movie "Storks," through the launch of its new "Sandwich Factory" online game. Also part of this partnership: the two companies are teaming up to offer a sweepstakes for families to enter for the chance to win a grand prize trip to L.A. to see "Storks" and tour the Warner Brothers studios.
While the company's efforts are changing, messaging continues to target families and kids. Therefore, sellers with high ROI engagement among moms with younger children should reach out now to secure revenue, especially digital, social media and video. Also note that the company recently entered into the meat snack market for the first time with the launch of its newest product Deli Snackers, so similar mom-focused sellers should also look for revenue tied to the promotion of this new offering, specifically around top back-to-school periods.
Keep in mind that although Land O' Frost ran a TV campaign last year, its likely that it was run through digital video and spot TV only, since iSpot reports that the company's only national TV ad was run back in 2013. However, the national TV spot then was a cross promotion with the film "Despicable Me 2," a similar strategy to the "Storks" tie-in. So, TV sellers should be on the lookout for national TV dollars as Land O'Frost aligns with other family friendly films.
Empower MediaMarketing handles media buying and planning.
Media Spend: According to Kantar Media, the largest portion of Land O' Frost's media spend in 2015 was contributed towards broadcast, allocating it all towards spot TV. The remainder of the budget was divided among digital display and print.
Digital Breakdown: Since January, Pathmatics reports that Land O' Frost has spent $148,400 on 42 desktop ads (40.5 million impressions). Of these, 6% were placed site direct, 93% were placed via DSP The Trade Desk and the remaining 1% was divided among DSPs RadiumOne, MediaMath and MaxPoint Interactive. Top ad destinations include allrecipes.com, si.com, thesaurus.com, thestir.cafemom.com and cafemom.com.
Additionally, $6,100 was spent on 27 mobile ads (2.4 million impressions) with 2% placed site direct. And $423,000 was spent on four video ads (29.2 million impressions), all of which were placed programmatically through Google AdX + AdSense. The top ad destination for video was YouTube.com.
In comparison, during the same period in 2015, the company spent $38,200 on 15 desktop ads (10.3 million impressions), with 1% placed site direct; <$100 was spent on one mobile ad (1,600 impressions), and it ran no video ads.
Land O' Frost
16850 Chicago Avenue
Lansing, IL 60438
Senior Vice President, Sales & Marketing
Senior Brand Manager