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|D.J. O.||Chief Executive Officer & Creative Director||CA|
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|Ernest L.||Strategist & Business Development Manager||CA|
B2B Media Opps: Ooma increasing ad spend to reach more remote employees
Ooma experienced a small decline in users in the past quarters due to the economic disruptions of the global pandemic, its most recent earnings call reports. However, the company was able to promote its telecommunication services that allow people to work from home while staying connected. The company's focus this year is on sales and marketing executing including efforts to secure large business customers. Ooma's sales and marketing expenses for the past quarter rose 7% YOY to $11.7 million or 29% of total revenue; marketing is a major focus for the company right now, so we may see this increase continue.
The company also launched Ooma Connect, a new fixed wireless internet service, in order to better serve employees working from home; since the brand's April debut, Ooma has gained over 100 customers running on Connect.
Adbeat estimates Ooma spent around $58.4k on digital display ads over the last 365 days, down 24% from $72.6k during the 365 days prior. It placed 98% of these ads programmatically through Google Display Network onto sites such as howtogeek.com, pcmag.com, businessdictionary.com, lawyerist.com and nextluxury.com. It placed 2% of these ads site direct onto sites such as thelayoff.com, androidauthority.com, gardeningknowhow.com, socialblade.com and shmoop.com.
According to iSpot, the company has not invested in national TV ads since spending around $755.4k in 2018. It mainly targeted millennial and Gen-X men through this channel.
Ooma's target demographic currently consists of individuals working remotely and companies increasingly operating via telephone and the Internet. Per Kantar data, the company's ad spend increases are reflected in its search and other digital media spend. It may also signal higher paid social, podcast and/or OTT ad spend.
Agency & martech readers - We don't see major signals that Ooma will conduct reviews soon, but it certainly may seek outside assistance as it continues pursuing growth. Winmo states Hub Strategy & Communication has handled creative since 2008.