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B2B Digital Opps: Qualcomm promotes top marketer amid digital spend increases (Score 53)

product marketing VP. Prior to that, he lead global marketing for PCs, tablets and smartphones at Intel Corporation. McGuire will report to Qualcomm's president Cristiano Amon. Qualcomm's incumbent CMO, Penny Baldwin, is moving into an advisory role and will retire later this year. 

According to Pathmatics, Qualcomm earned 403.6k impressions YTD through Instagram ads (57%), desktop video ads (34%), desktop display ads (7%), mobile display ads (1%) and Twitter ads (1%). It placed the majority (98%) of these ads site direct onto sites such as instagram.com, youtube.com, imbd.com, reddit.com and twitter.com. It placed the remainder (2%) through a variety of indirect channels onto sites such as amazon.com, medicalnewstoday.com, dpreview.com, imbd.com and washingtonian.com. It spent around $3.6m on digital display ads YTD, a significant jump from $1.2m spent in this channel during the same time period of 2020. Full-year spend dropped 40% from $4.8m in 2019 to $2.9m in 2020. 

Magellan estimates Qualcomm placed about 70 podcast ads over the last year. 

Sellers-- It seems Qualcomm mainly targets other businesses through digital display ads. Digital spend declined in 2020, but that was most likely related to cost-saving measures taken due to Covid-19. It has already started ramping spend back up so far this year. It also invests in print ads, per Kantar. Sellers should reach out offering primarily digital ad space. 

Agency & martech readers-- To the best of my knowledge, Qualcomm works with creative AOR Allison+Partners. Promoted CMOs are less likely to make changes to the agency roster, but you should still contact McGuire to see if you can pick up any of Qualcomm's business.