Male Millennial & B2B Opps: Indeed increases spend following CMO hire (Score 77)

Indeed has been pumping dollars into its marketing budget since hiring CMO Jessica Jensen earlier this year. The company is likely attempting to capitalize on additional interest in its services, as many people lost their jobs during the Covid-19 pandemic. In other news, Indeed hired Rob Towne as digital marketing director in May from Purple Innovation, where he served as performance marketing director. Sellers should reach out to the new marketing DMs to offer ad space. 

According to iSpot, Indeed spent around $78.2m on national TV ads YTD, a 57% jump from $49.8m spent in this channel during the same time period of 2020. Full-year spend increased 13% from $83.5m in 2019 to $94.2m in 2020. This year, it placed ads during programming such as "NFL Football," "College Basketball," "NBA Basketball," "Friends" and "Dispierta America!"

Magellan estimates Indeed placed about 3k podcast ads over the last year. 

Per Pathmatics, Indeed earned 1.9b impressions YTD through Facebook ads (40%), Instagram ads (30%), desktop video ads (23%), desktop display ads (4%), mobile display ads (2%) and Twitter ads (1%). It placed the majority (99%) of these ads site direct onto sites such as facebook.com, instagram.com, youtube.com, twitch.tv and hulu.com. It placed the remainder (1%) indirectly through Google AdX+AdSense onto imbd.com, stackoverflow.com, realtor.com, pch.com and ebay.com. It spent around $18m on digital display ads YTD, more than double $7.2m spent in this channel during the same time period of 2020. Full-year spend equaled $11.7m in 2020, a 30% increase from $9m in 2019.

Sellers-- It seems Indeed is mainly targeting millennials and Gen-Xers with a male skew. The company targets other businesses as well. It reaches these demographics through digital display and national TV ads. The company has been ramping spend up in both of these channels, and I see no indication that it will slow down in the near future. It also invests in radio and local broadcast TV ads, per Kantar. Sellers should contact this company to see what types of ad space you may be able to provide. 

Agency & martech readers--  I believe Indeed works with media buying planning AOR MediaCom, with THIRD EAR providing multicultural assistance. Keep reaching out to the new CMO to see if you can pick up any of this company's business. I recommend offering creative and digital help.