Ryan Reynolds’ Mint Mobile Driving Downloads

Key Takeaways:

• The US ad spend of the budget cohort of telecom providers skews heavily to Facebook, whereas larger brands have a more complex media mix

  • Additionally, the Facebook spend within the budget cohort is ~65% link posts (ex-Visible)

• As of 2023 YTD, Verizon is the dominant advertiser in US ad spend across the enterprise cohort of telecom providers, though its trailing in MAU and download growth

  • Comcast contributes 18% of spend across the cohort but has garnered 22% of impressions, the largest increase in impressions compared to spend. Comcast’s ad spend matrix highlights that desktop display is driving impressions. Though Desktop has less than 20% of Comcast’s spend, it contributes a third of their impressions

• The loss of customers for Verizon and AT&T is visible in MAUs on a YoY basis with both brands experiencing declines since 1Q22 and saturation in the marketplace

• Mint Mobile has the largest download growth across the cohort, up 250% YoY over the past 4 quarters. Mint Mobile experienced lifts in consumer interest due to the company's celebrity-led marketing efforts by actor and investor Ryan Reynolds

  • Mint Mobile has increased its US ad spend 150% YoY as of 2023 YTD. This spend is focused on a younger audience: ad spend is up 14x YoY on Instagram and 500% YoY on TikTok as the company pulled back on Mobile Display and Snapchat

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