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Gen-X, Millennial Media Opps: GSK names US CMO of its Consumer Healthcare division amid spend increases (Score 70)
named whiteGrey digital and social AOR in July; we could see additional agency shifts with the new CMO.
Per Pathmatics, GSK earned 11.9b impressions through desktop video ads (46%), desktop display ads (19%), Twitter ads (15%), Facebook ads (9%), Instagram ads (7%) and mobile display ads (5%). It placed the majority (93%) of these ads site direct onto sites such as youtube.com, twitter.com, yahoo.com, facebook.om and instagram.com. It placed the remainder of these ads through a variety of indirect channels onto sites such as yahoo.com, finance.yahoo.com, news.yahoo.com, aol.com and sports.yahoo.com. It spent around $103.4m on digital display ads over the last 365 days, a 32% increase from $69.9m spent during the 365 days prior.
Magellan reports the company placed around 180 podcast ads over the last year.
According to iSpot, GSK spent around $33.7m on national TV ads YTD, an 18% increase from $27.8m spent during the same time period of 2019. Full-year spend equaled $28m in 2019 and $34.6m in 2018. This year, it placed ads during programming such as "Today," "Today 3rd Hour," "Law & Order: Special Victims Unit," "Good Morning America" and "Love Island."
**The above spend information refers to parent company GSK as a whole, not the Consumer Health brand.**
Sellers-- GSK mainly targets Gen-X and millennials through digital display and national TV ads. It has raised spend in both channels over the last year, especially digital. The increase in digital spend could indicate it is trying to reach Gen-Zers more effectively. It also invests in OOH, print and radio ads, per Kantar. Sellers should reach out soon to capture some of these extra ad dollars.
Agency & martech readers-- New CMOs often review their new company's agency roster, so start reaching out soon in order to be top-of-mind. GSK currently works with a slew of creative agencies such as WPP. Agencies with experience in the pharmaceutical industry may have more success.