Gen-Z, Millennial Male Digital Opps: CoinDesk taps first CMO amid spend decreases (Score 60)

CoinDesk wrapped up the CMO search we told you about last year by naming Jennifer Stranzl as its first CMO.Stanzl comes from SprintLight Digital, where she served as CMO and lead growth, performance, brand and digital marketing. She will be responsible for lead generation, event marketing, content, budgeting and marketing execution. Keep an eye on this company as Stranzl will influence both the marketing strategy and agency roster.

According to Pathmatics, CoinDesk earned 9.9m impressions through Twitter ads (98%) and desktop display ads (2%). It placed the majority (99%) of these ads site direct onto twitter.com, yahoo.com and theberry.com. It placed the remainder (1%) indirectly through Display & Video 360 onto sites such as gizmodo.com, forbes.com, reddit.com, theberry.com and news.yahoo.com. The company only spent about $100 on digital display ads YTD, a drastic decrease from $12.3k spent during the same time period of 2020. Full-year spend declined from $111.7k in 2019 to $43k in 2020. 

Sellers--The company has been decreasing marketing spend for several years, which I think will change once the new CMO implements her own strategy. It mainly targets digital currency investors, so Gen-Z and millennial men are likely CoinStar's main target audience. Sellers should start offering digital ad space to this company. 

Agency & martech readers-- Start reaching out to the new CMO soon to be top-of-mind because as you know, new CMOs commonly outsource some marketing duties. I do not think CoinDesk works with any agencies at this time. I recommend offering PR and communication assistance and to focus your pitches on helping the company build brand awareness.