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Male Gen-Z Opps: Intel taps new CEO amid significant ad spend increases (Score 27)

Have I got some intel for you, readers. Technology giant Intel Corporation has named Pat Gelsinger as its CEO to succeed Bob Swan. Gelsinger most recently served as CEO at VMware but is rejoining Intel, at which he served as the digital enterprise group SVP & GM for 30 years before departing in 2009.

This appointment will lead to strategic shifts at Intel.

iSpot reports that in 2020, most of the company's national TV commercials aired from August-October, targeting male, sports-oriented viewers of programs such as NBA Basketball, NFL Football, MLB Baseball, The Postseason Show and The Big Bang Theory. Intel allocated around $8.1m toward this channel last year, up more than exponentially from the roughly $525.4k it allocated in 2019.

According to Pathmatics, Intel earned ~2.7b digital impressions in 2020 through investments in Facebook (27%), Instagram (26%), Twitter (26%), desktop video (12%), desktop display (5%) and mobile display (3%) ads. The company's full-year spend grew by 31% to approximately $18.9m from that of approximately $14.4m in 2019.

Judging by these spending increases and Intel's heavy reliance on Facebook, Instagram and Twitter ads, it's safe to say the company's traditionally male target demographic currently consists primarily of Gen-Z. To reach this audience, it may invest in podcast and/or OTT advertising as well. Kantar data reveals that Intel also utilizes OOH, print and local broadcast. Its leaders hold planning conversations in Q1 and buying conversations in Q4. Help distinguish Intel from similar companies such as AMD. 

Agency & martech readers - While CEO hires don't always result in agency reviews as often as marketing hires might, it certainly wouldn't hurt to keep this company on your radar for future work. Since Arc Worldwide.