The Bait Shoppe | Agency Profile, Contacts, AOR, Client Relationships

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Altice creates two new leadership positions (Score 58)

Sales lead: These hires will affect the company's marketing strategy & could lead to agency reviews. 

• Altice USA hired Leroy Williams as its first-ever EVP & chief growth officer in February 2023.
  • Williams most recently served as product management & business operations SVP of Samsung.
  • He is now responsible for product/growth strategy and marketing. 
• The company also appointed Shuvankar Roy as its first EVP & chief customer experience officer.
  • Roy joined Altice in 2022 as customer experience SVP. 
  • He is responsible for customer experience strategy & retention. 

Altice's target demographic: Wide range of consumers & businesses 

The company will likely:

• Revise marketing strategy
• Focus on growth initiatives
• Review agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Altice spent about $86.3k on national TV
• 2021-2022 spend: It did not allocate any budget toward this channel during 2022.
  • Full-year spend totaled $24.3k in 2021. 
• YTD ad programming: It placed ads during programming such as The Michael Kay Show, NBA Basketball, Yankees Classics, AC Milan Magazine, and Futbol Premier League. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Altice spent around $4.4m on digital display ads YTD, a 26% increase from $3.5m spent in this channel during the same time period of 2022. 
• YTD data: 509.5m impressions via Facebook (47%), mobile display (17%), desktop display (15%), YouTube (10%), Instagram (10%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend dropped by 53% from $46.2m in 2021 to $21.6m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, optimum.net, instagram.com, youtube.com, and twitch.tv. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as realtor.com, fandom.com, trulia.com, yahoo.com, and screenrant.com. 

Additional channel insights  

• Vivvix: Altice also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Reach out now to see if you can pick up some of this company's work. 
• Current roster: 
  • VMLY&R: creative AOR
  • Horizon Media: media buying & planning
  • The Bait Shoppe: experiential 
  • In-house: media

Insight Sources: Broadcast insights estimated by Vivvix.