26 North Yachts taps CMO amid spend increases (Score 50)
Sales lead: This hire will likely lead to higher ad spending & agency appointments.
- 26 North Yachts (26NY) named Allison Reeves-Helfen CMO, effective April 2023.
- Reeves-Helfen most recently served as marketing & events manager of OneWater Yacht Group.
- She is responsible for marketing, content, campaigns, events, and influencer/media relations.
Target demographic: Affluent individuals looking to buy or sell yachts
The company will likely:
- Continue increasing ad spend
- Experiment with new ad channels
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: 26NY spent approximately $4.9k on digital display ads YTD, a significant increase from $579 spent in this channel during the same time period of 2022.
- YTD data: 1.8m impressions via programmatic & direct.
- 2021-2022 spend: Full-year spend jumped from $1.2k in 2021 to $9.7k in 2022.
- Ad location: It placed 95% of these ads programmatically through Google Display Network and Google DV360 onto sites such as breitbart.com, cnn.com, zerohedge.com, newsmax.com, and calculateconvert.com. It placed 5% of these ads directly through express.co.uk, breitbart.com, wsvn.com, carsalesbase.com, and onet.pl.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- We have not confirmed any agency relationships for this company.
Insight Sources: Digital spend insights estimated by Adbeat.
