Gen-Z Media Opps: MTV taps CMO, promotes marketing EVP (Score 69)
Jason White, the former Curaleaf CMO, joined MTV in the same role in April 2021. He now handles the brand's marketing, creative and social engagement. Additionally, White will work closely with MTV's social impact team across civic engagement, mental health and social justice.
White replaces Amy Campbell, who stepped up as interim CMO for the past several months when Jacqueline Parks stepped down. Campbell has been promoted to marketing EVP, having most recently served as MTV's brand creative and production SVP.
So far this year, iSpot reports the brand has spent approximately $1.2m on national TV commercials, around half of the approximately $2.5m it spent within the same 2020 timeframe. MTV ended up spending approximately $11.3m on this channel last year, down 20% from the approximately $14.1m it spent in 2019. The brand's 2021 commercials have targeted millennials viewing shows such as Epic.Awesome.Videos, 90 Day Fiancé, Dr. Pimple Popper, Verified Videos and Diners, Drive-Ins and Dives.
According to Pathmatics, MTV has allocated roughly $1.7m toward digital ads since the beginning of 2021, down slightly 11% from the roughly $1.9m it spent within the same 2020 timeframe. The brand's estimated full-year 2020 spend of $5.9m increased by % from that of $3.9m in 2019. It has earned ~253.2m digital impressions YTD via Instagram (69%), Facebook (19%), desktop display (10%), desktop video (1%) and mobile display (1%) ads.
Additionally, Magellan reveals MTV has aired 167 podcast ads within the past 12 months.
The brand's reliance on Instagram and Facebook advertising and revamped focus on social issues show that it's primarily targeting Gen-Z. To do so, I expect it to also utilize OTT. Per Kantar, MTV additionally invests in radio, OOH and local broadcast. It holds planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - As you know, these hires could easily lead to opportunities for you. Reach out sooner rather than later to see what brand-specific work is now available for MTV. Winmo states MTV currently works with Mediahub Global Boston (media and digital AOR), Creative Storm (media assistance), Fallon Worldwide (media planning assistance), Ignited (creative and social assistance) and Bradley and Montgomery (creative and digital assistance).