Media Edge: VistaPrint launches new campaign, expands sponsorship
Media Sales Lead: VistaPrint recently launched a campaign made by Ryan Reynolds' Maximum Effort. The campaign shows the wide variety of the custom marketing services VistaPrint provides. It also seamlessly fits VistaPrint with a made-up brand (Dragon Jerky - but don't worry; no dragons were harmed) and Wrexham.
VistaPrint recently expanded its partnership with Wrexham, which has lately been on a pre-season US tour. The company was the club's sleeve sponsor in 2022 but has now elevated to its back-of-shirt sponsor. Thanks to this partnership, the upcoming season will feature VistaPrint's logo.
Key Lead Takeaways: Reach out soon since VistaPrint will likely continue launching similar work and is quickly increasing digital spend.
Target Demographics: Business DMs
Key Spend Notes:
- Spend shift summary: National TV spend has declined significantly, but digital spend has increased almost as significantly.
- Planning period: Q1
- Buying period: Q2
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes VistaPrint under Business & Legal: Business Supplies & Services*
- 2023 YTD Spend: $212.6k
- STP 2022 Spend: $3.3m
- 2022 FY Spend: $3.3m
- 2021 FY Spend: $2.1m
YTD YOY Spend Increase: -94%
Ad Flight Breakdown (by spend): So far this year, VistaPrint has aired three spots: "Endless Print Abilities: 25% Off," "Endless Print Abilities," and "Unregiftable."
Top Daypart (by impressions): Day Time (208.7m)
Top Networks (by spend): TBS, Nick Jr., A&E, AMC, and SundanceTV
Top Shows (by spend): The 2020 NBA All-Star Game, Friends, The First 48, Peppa Pig, and Ridiculousness.
Top Industry/Vertical Spenders (YTD, by spend): 4imprint (22.1%), Grainger (16.9%), QuickBooks (14%), Workday (13.2%), and Shopify (7.1%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes VistaPrint under Business & Industrials*
- 2023 YTD Spend: $27m
- STP 2022 Spend: $14.1m
- 2022 FY Spend: $29.8m
- 2021 FY Spend: $40.9m
YTD YOY Spend Increase: 91%
YTD Ad Flight Breakdown:
- Q1 2023 Spend: $12.4m
- Q2 2023 Spend: $13m
- Q3 2023 Spend (to date): $1.8m
YTD Impressions: 2,907,701,100
Top Ad Types: Facebook (50%) and YouTube (44%)
Top Purchase Channels: Direct (99%)
Top Publishers: Facebook (50%) and YouTube (44%)
Top Industry/Vertical Spenders (YTD, by spend): Shopify, VistaPrint, WW Grainger, Protected.net, Ames Australasia, UPS, and PODS Enterprise
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads along with digital, local broadcast, radio, Facebook, Instagram, TikTok (albeit barely), and online video (primarily via Youtube.com) ads
Top Sponsored Podcasts: Carolla Classics and Buffering: A Rewatch Adventure
DRTV:
- Short-form DRTV ads
- Very highly concentrated network TV coverage
- Upcoming campaign launch is unlikely
- Top TV networks are JUST, CMT, POP, FS1, and NBA
Current Sponsorships/Partnerships: Wrexham
Current Agency Roster:
- In-House: Creative and media
- Starcom Worldwide: Media AOR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.
