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ASO Advertising Contacts
| Name | Title | State | ||||||||||||
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| Steve H. | President & Chief Executive Officer | GA | ||||||||||||
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| Ryan M. | President & Chief Creative Officer | GA | ||||||||||||
| Chase B. | Associate Media Director | GA | ||||||||||||
| Jennifer W. | Director, Production Services | GA | ||||||||||||
| Layla S. | Senior Account Executive | GA | ||||||||||||
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Digital Parents Opps: Georgia Aquarium taps CMO amid spend decreases (Score 47)
Supply, where he held the same position. He brings industry experience from his time as SeaWorld's marketing VP. During his time at SeaWorld, Dipiazzo was responsible for the marketing strategy, planning, loyalty, digital and in-park retail. Dipiazzo replaces incumbent CMO Martin Gray, who held the role for just over seven years. Keep GA on your radar because you may be able to pick up some agency work or provide ad space.
According to Pathmatics, GA earned 30.3m impressions YTD through desktop display ads (69%) and desktop video ads (31%). It placed the majority (56%) of these ads indirectly through Amazon DSP onto sites such as amazon.com, imbd.com, yahoo.com, realtor.com and musescore.com. It placed the remainder (44%) directly onto twitch.tv and amazon.com. It spent approximately $69.2k on digital display ads YTD, just 27% of the $260k spent in this channel during the same time period of 2021. Full-year spend increased by 38% from $211.6k in 2020 to $291.2k in 2021.
Sellers-- GA's target audience primarily consists of millennial and Gen-X parents looking for activities for their families. It allocates the majority of its ad dollars toward digital channels. The aquarium has been decreasing spend YTD after it increased spend in 2021. I predict Dipiazzo will ramp spend back up as soon as he implements his own strategy. GA also invests in OOH, radio and local broadcast TV ads, per Kantar. Start reaching out to offer relevant ad space. Those of you in the Atlanta area should offer local ad space.
Agency & martech readers-- To the best of my knowledge, the only agency GA works with is media and creative AOR ASO Advertising. As you know, a CMO hire is the most common sign of a potential agency review. Get in touch soon to see if Dipiazzo plans on making any changes. Those of you located near Atlanta will most likely have the upper hand over the competition.