CNET taps PR AOR amid spend increase (Score 22)

Sales lead: PR appointments commonly precede additional agency hires. 

• CNET named MWWPR its PR AOR in October 2022. 
• The agency will be responsible for media & government relations, communications strategy, and thought leadership.
• MWWPR is also tasked with helping the company reach younger consumers such as Gen Alpha, Gen-Z, and millennials. 

CNET's target demographic: Gen Alpha, Gen-Z, & millennials

The company will likely:

• Seek additional agency assistance
• Continue ramping up digital ad spend

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: CNET spent approximately $36.1m on digital display ads YTD, a huge increase from $13.4m spent in this channel during the same time period of 2021. 
• YTD data: 3.9b impressions via desktop display (69%), mobile display (26%), Facebook (2%), desktop video (1%), and Instagram (1%). 
• Last year: Full-year spend skyrocketed from $2m in 2020 to $23m in 2021. 
• Ad location: It placed 99% of these ads directly onto sites such as gamefaqs.gamespot.com, gamespot.com, facebook.com, thepointsguy.com, and guide.com. It placed 1% indirectly through an unknown channel onto sites such as gamespot.com, gamefaqs.gamespot.om, thechive.com, yahoo.com, and sheknows.com. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so reach out soon to see if you can pick up some of this company's business.  
  • MWWPR is the only agency that CNET currently works with.
    • Offer creative, digital, social media, & media services. 
  • Focus your pitches on helping this company reach younger consumers. 

Insight Sources: Digital spend insights estimated by Pathmatics.