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B2B Male Gen-X, Millennial Opps: Hiscox names US CMO amid spend decreases (Score 55)
year. Fiddler most recently worked at BankMobile, where she worked her way up through the marketing ranks to earn the CMO title. In her new role, Fiddler will be responsible fore building brand awareness and leading the marketing team.
According to Pathmatics, Hiscox earned 1.5m impressions through Facebook ads (66%), desktop display ads (25%), desktop video ads (7%), mobile display ads (1%) and Instagram ads (1%). It placed the majority of these ads site direct (81%) onto sites such as facebook.com, ebay.com, instagram.com, mlb.com and inc.com. It placed the remainder indirectly through Horizon Media and Google AdX + AdSense onto sites such as yahoo.com, cnn.com, foxnews.com, reddit.com and ebay.com. It spent around $8.8m on digital display ads over the last 365 days, a slight 2% decrease from $9m spent over the 365 days prior.
Magellan reports Hiscox placed around 30 podcast ads over the last year.
Per iSpot's estimates, Hiscox spent around $65.9k on national TV ads YTD, just 31% of the $210.6k spent during the same time period of 2019. Full-year spend totaled $358.9k in 2019; it did not air any ads in this channel during 2018. This year, it placed ads during programming such as "MLB Baseball," "MLB Tonight," "All-Time Games" and "MLB Central."
Sellers-- Hiscox seems to mainly target Gen-X and millennial male small business owners. It reaches these demographics through digital display and national TV ads. It decreased TV spend rather significantly over the last year, which could be a result of coronavirus related cost-saving measures. The company could also believe digital channels will provide a better ROI. Keep in mind, these strategies are subject to change once the new CMO implements her own strategies. Sellers should start reaching out to see what types of ad space they may be able to provide.
Agency & martech readers-- New CMOs commonly review their new company's agency roster, so start reaching out soon to be top-of-mind. We believe you will only face competition from creative AOR Gyro. Fiddler may decide to outsource additional marketing duties such as digital, social and media buying/planning.