Ikea loses CDO, opens first smaller store (Score 48)

Ikea recently lost its top digital marketing exec; Umesh Sripad departed earlier in 2022 after having as CDO for two years. We will, of course, let you know about a replacement.

The company also recently started creating smaller brick-and-mortars in downtown cities. It's starting with San Francisco since foot traffic in this location has declined due to the pandemic. Sellers able to offer localized ad space in and around San Francisco should get in touch soon to offer support.

Per iSpot, Ikea spent approximately $31.5m on national TV commercials in 2021, up 6% from the approximately $29.8m it spent in 2020. Its 2021 commercials targeted millennials and Gen-X watching shows such as Friends, Home Town, My 600-Lb. Life, Diners, Drive-Ins and Dives and Pinkalicious & Peterrific.

In 2021, Pathmatics reports the company allocated roughly $25.8m toward digital ads, 30% more than the roughly $19.9m it allocated in 2020. Ikea ended up earning ~2.9b digital impressions last year via Instagram (51%), Facebook (25%), desktop display (16%), desktop video (6%) and mobile display (2%) ads.

Additionally, Magellan shows Ikea has aired around 180 podcast ads within the past 12 months.

This company has a very wide target demographic, readers. According to Kantar data, Ikea also invests in radio, OOH, print (magazines) and local broadcast. Sellers should get in touch soon if able to offer relevant ad space.

Agency & martech readers - You may have a shot at future project-based work. Right now, Ikea works with media AOR Wavemaker, digital AOR Work & Co and PR AOR APCO Worldwide. Mother handled creative for the company's last campaign, but we are not yet sure if that is a project-by-project or AOR partnership. We will, of course, let you know what we find out.