In this week's Ad of the Week, our SVP of Strategic Sales, Todd Isaacson, mixes business with pleasure as he breaks down one of his favorite ads for Match.com.
First appearing on July 31st, Match.com released a series of ads featuring comedy actress Rebel Wilson, who articulates the frustration shared by many of us in the dating pool - Todd in particular. And if we take a look at Match.com's daily ad spend across all devices, we see large spikes in social and desktop video spend since the inception of the campaign, making up 48% and 30% respectively, of match.com's total spend for the 5-week time span.
For those keeping score, we dove a little deeper into Pathmatics Explorer to find out how match.com compares with its biggest competitors, including Spark Networks (JDate.com, Christianmingle.com), eHarmony Inc. and Bumble.
Well outspending the competition, Match.com collected 79% spend volume with nearly a third more ads than eHarmony and Spark. We would mention Bumble's ads, but it looks like they're just not that into you.
Bottom line: If you've got a celebrity endorsed ad campaign, chances are you're going to spend the money to push it out to multiple channels--and that's exactly what match.com did.
And, if this Ad of the Week video is any indication, Pathmatics might emulate this strategy once Todd becomes our newest in-house celebrity.
About This Ad: 72andSunny (creative agency) - Caviar (production company)
After earning his BS in Communications, Matt cut his teeth in the entertainment industry, spending fifteen years writing everything from feature screenplays for A-List directors, to celebrity bios for some of Hollywood’s top actors. That creative drive made it an easy transition to Marketing, bringing his eye for storytelling to the digital advertising ecosystem.