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Service: digital, creative production
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MediaMonks Contacts
Contacts (5/16)
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| Kate R. | Chief Marketing Officer | NY | ||||||||||||
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| Ally M. | Chief, Staff & Marketing | NY | ||||||||||||
| Alexander O. | Creative Director | NY | ||||||||||||
| Vanesa M. | Senior Director, Art | NY | ||||||||||||
| Riaad v. | Director, Creative | NY | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
B2B Opps: IBM launches new campaign, increases digital spend
Sales Lead: recently bolstered its "Let's Create" brand platform with a new campaign, "What If?"
- Made by creative AOR , the campaign consists of four spots.
- The campaign works with influencer partners such as pro golfer Kurt Kitayama and a voice-over by sports commentator Jim Nantz.
- The company will likely:
- Pursue similar influencer partnerships
- Keep rolling out new work
- Continue increasing digital spend
- Target demographic:
- Business DMs
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, IBM has spent approximately $34.5m on national TV commercials, only about half of the approximately $60m spent within the same 2022 timeframe.
- Last year: In 2022, the company ended up spending around $114.4m on this channel, more than double when it spent around $55.1m in 2021.
- 2023 ad programming: IBM's 2023 commercials have targeted male sports enthusiasts watching shows such as NFL Football, the 2023 Masters Tournament, NBA Basketball, ABC World News Tonight With David Muir, and Good Morning America.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has allocated roughly $10.8m toward digital ads YTD, 77% more than the roughly $6.1m allocated by this point last year.
- YTD data: Since the beginning of 2023, IBM has earned ~1.7b digital impressions via Twitter (58%), desktop display (26%), YouTube (9%), and mobile display (7%) ads.
- The company has placed most (99%) of this year's desktop display ads site direct onto weather.com.
- Last year: IBM's estimated full-year 2022 spend decreased by 4% to $39.1m from that of $40.8m in 2021.
- Additional channel insights
- The company utilizes digital, local broadcast, print, OOH, Google Ads, Twitter, and online video (primarily via Youtube.com) ads.
- IBM sponsors podcasts such as The Daily, Stuff You Should Know, Planet Money, The Charlie Kirk Show, and the Mark Levin Podcast.
- The company also invests in short-form DRTV.
- It has very highly concentrated network TV coverage and will not likely launch a campaign soon.
Additional agency insights:
- Opportunity: IBM doesn't seem to currently outsource multicultural, influencer, digital analytics, or social media management, so reach out soon to see if that might change.
- Current agency roster:
- Ogilvy: Creative AOR
- In-House: Creative
- : Media and programmatic AOR
- : Experiential agency partner
- : Experiential agency partner
- : Creative agency partner
- : PR agency partner
Insight Sources: Broadcast insights estimated by .