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Brand of the Week: GAP Inc.

June 24 2017
gap_inc_display_creative.pngNothing says Summer like tees & shorts, right? That’s what GAP Inc., is saying with a bevy of new creatives highlighting Summer style and big sales to peak your interest. The parent company of Old Navy, Piperlime, Banana Republic, Athleta, Intermix, styld.by, and their namesake brand, is heating up for Summer running 165 unique display creatives over the last thirty days across an average of 141 sites per day.
 
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GAP Inc. invests the most on display and desktop video placements, with mobile ads representing only 7% of the brand’s digital budget over the last thirty days. That is consistent with GAP Inc.’s ad spend so far in 2017, dishing out over $7M on display placements since Jan-1. See how they have distributed their budget amongst their sub-brands below, and download the full report of their advertising activity here.
 

How Is GAP Inc. Buying Digital Impressions?

Overall, the Retail category tends to favor direct buys on display, accounting for over 70% of ad spend over the last month. Ad networks currently have 22% of the category's ad spend, and DSP’s like MediaMath, The Trade Desk, and Acuity, are following far behind with only 4% share.
 
For GAP Inc., 32% of the parent company’s spend was through their top adtech partner MediaMath. Under GAP Inc.'s umbrella, their individual sub-brands have differing buying strategy. Athleta buys are split between MediaMath and direct buys, while Banana Republic's placements are done almost entirely through direct deals. Here’s a look at how their top individual brands stack up.

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Athleta

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As GAP Inc.’s sporting apparel brand, Athleta received 5% of the parent company’s budget over the past thirty days. It’s no surprise that the top site for display was ESPN, targeted directly. The desktop buying strategy for the athletic apparel brand was split almost 50/50 between direct buys and purchases through MediaMath. For buys through MediaMath, inventory was filled either through the DSP or through SSP Rubicon Project, like the example below from Realtor.com. The top five sites for Athleta were ESPN, Reddit, PopSugar, Realtor, and Well + Good.
 
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Banana Republic

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The modern and refined brand out of GAP Inc.’s portfolio executed a different buying strategy over the last month. Almost all of Banana Republic’s desktop buys were direct deals, consuming 94% of the sub-brand’s display plan. Only five percent of spend was funneled through the ad network Complex Media, Banana’s top display partner, in order to target Complex.com. After a spend and impression spike on May 23rd, the company has been quiet on display since the beginning of June. The top five sites for Banana Republic were KnowYourMeme, AllMuxic, Cheezburger, Sneaker News, and Complex.
 
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GAP

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The namesake brand of the parent company, known for it’s Americana denim look and feel, accounted for nearly forty percent of the parent company’s display spend over the last thirty days. The buying strategy for GAP was similar to Athleta, with 59% of the brand’s spend going direct, and 39% of spend funneled through MediaMath. The top five sites for GAP over the last month were Fox News, AOL, NYTimes, Slate, and Popsci.com (Bonnier). AOL was the only site in their top five that was targeted indirectly through MediaMath.
 
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Old Navy

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The more affordable arm of GAP Inc.’s portfolio, retailer Old Navy consumed almost half of the parent company’s display spend over the last month. Shelling out over $468K on display placements, Old Navy ran 30 unique creatives across an average of sixty sites per day. As for buying strategy, the sub-brand’s spend was split 70/30 between direct buys and again, top partner MediaMath. The top five sites for the brand were MLB, AOL, SlickDeals, ChicagoCubs.MLB.com, and Fox News.
 
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To see GAP Inc.'s entire display strategy including spend and impression insights, along with more buying insights, sign up for our free Brand of the Week report below.
 
Download The Brand of the Week Report
 

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About Author

Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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