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WinmoEdge
Gen-X, Millennial Media Opps: Zillow promotes from within to replace departed CMO (Score 50)
as digital customer experience SVP. I am not sure about Johnson's future plans, but Zillow announced Ravi Kandikonda will fill her shoes. Kandikonda joined Zillow in 2020 as integrated marketing SVP, and was promoted to marketing SVP in February 2022. I do not think he is taking the CMO title.
This news comes just a few days after Zillow launched its "To Move Is To Grow" campaign. The push is supported by two 60-second TV spots that it worked with creative AOR Fig to produce. It is being supported across national TV, streaming, digital and social media.
Per Pathmatics, Zillow earned 449m impressions YTD through desktop video ads (69%), Facebook ads (20%), Instagram ads (10%) and Twitter ads (2%). It placed 100% of these ads site direct onto sites such as youtube.com, facebook.com, instagram.com, twitter.com and yahoo.com. It spent approximately $5.8m on digital display ads YTD, a 39% decrease from $9.5m spent in this channel during the same time period of 2021. Full-year spend jumped 52% from $25.6m in 2020 to $38.8m in 2021.
Magellan reports Zillow placed about 100 podcast ads over the last 365 days.
According to iSpot, Zillow spent around $13.8m on national TV ads YTD, more than double the $6.2m spent in this channel during the same time period of 2021. Full-year spend increased by 14% from $23.4m in 2020 to $26.6m in 2021. This year, it placed ads during programming such as "Friends," "Young Sheldon," "The Golden Girls," "America Says" and "Good Morning America."
Sellers-- Zillow appears to be targeting Gen-Xers and millennials. The company allocates the majority of its budget towards national TV and digital display ads. It increased spend across both channels in 2021. However, so far this, it has continued ramping up TV spend, but it has been decreasing digital spend. It also invests in local broadcast TV ads, per Kantar. I do not expect Kandikonda to make any big changes to Zillow's strategy, considering he has been with the company for a couple of years. I do suggest readers contact him for more information. Remember, it just launched a campaign, so reach out to secure possible last-minute ad dollars.
Agency & martech readers-- To the best of my knowledge, Zillow works with creative AOR AMP Agency. Promoted DMs are less likely to review their company's roster than outside hires. However, there is still a chance that Kandikonda may decide to make some changes. Get in touch with the company's new marketing head to see if you can offer any assistance.