Brand Watch: Airbnb

The news comes just weeks after an IPO initially valued Snapchat parent company Snap Inc at about 32 Billion amp160Snap stocks have dropped since its first week of trading decreasing the valuation by several billionBoth billiondollar brands are incredibly important to the current media marketplace Agencies are watching Snapchat in terms of its ability to deliver on advertisersamp8217 goals and objectives amp160Agencies and ad sellers should also be watching Airbnb as it has proven to be upping its ad game amp160According to Access Confidential between 2014 and 2015 Airbnb doubled its total ad spend five times overAirbnb made its first Super Bowl appearance this year with a timely ad celebrating diversity igniting the hashtag WeAccept amp160Days after the Super Bowl the company announced that over the next five years it would provide shortterm housing for 100000 people in need while also pledging 4 million over the next four years to the International Rescue CommissionAs Airbnb takes off where will CMO Jonathan Mildenhall invest the brandamp8217s ad dollars We took a look at the facts and figures from our sources at AccessConfidentialcomIn 2015 Airbnb invested over 16MM in television and just over 5MM in digital Airbnb conducted a creative agency review in the summer of 2014 with TBWAChiatDay wining the business over Pereira ampamp Oamp8217Dell Airbnbamp8217s marketing budget still dwindles in comparison to closest competitor Expedia which spent over 100MM in television advertising in 2015 As Wall Street watches Airbnb the ad market also ought to stay tuned Last year Mildenhall told The Drum amp8220I want Airbnb to be a communitydriven superbrandamp8221 and he stressed the importance of content curation and usergenerated content amp8211 which also brings to mind that other communitydriven superbrand SnapchatGet profiles on 30K advertisers and find the contact information for the decision makers you need to reach at AccessConfidentialcomClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Brand Watch: Airbnb

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