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Male Millennial Media Opps: Jack Link's shifts to local marketing to better reach demo

Cadent, tells them "which creative is running, whether it be digital or TV, and then [they] optimize from there." Basically, they rely on lots of analytics and testing to appeal to their demographics appropriately. 

This method of advertising is done since Jack Link's is " a small advertiser company" and doesn't have the scale of larger companies; they need to appeal to their demographics personally and not rely on a broad-based medium like TV.

Now, I find this interesting since Jack Link's has a hefty TV spend. So, I guess this is a spending shift and Goldsmid just left out those key words during the interview? If not, I guess a TV budget around $19 million is small to him. But, local marketing and personalization is (or will be) a big focus for Jack Link's. Therefore, local sellers should start reaching out to Jack Link's to see what revenue can be secured. Their primary demographic is male millennials and their top spending periods are typically Q3 and Q4. 

iSpot reports a 12-month national TV spend of $11.5 million on male oriented programming (see show targeting right). The year prior's spend was $19.8 million. 

Pathmatics reports a 12-month spend of $964,200, down almost $2 million from the year prior. Ads are primarily placed direct (89%), and top sites include walmart.com, youtube.com, bleacherreport.com, si.com and gsn.com. 

Keep in mind they just released new "partnership with obstacle race company Tough Mudder. 

Other recent info include new creative and strategic AOR here.