Millennial Digital Opps: Polar Electro appoints US president (Score 59)

Sales lead: The new president has CMO experience, so she will likely be heavily involved with marketing strategy. 

• Polar Electro (PE) appointed Peggy Ang as US president earlier in 2023.
• Ang joins from LG Electronics, where she served as CMO.
• In her new role, Ang is responsible for business and brand development. 

Target demographic: Millennial fitness enthusiasts

The company will likely:

• Increase its marketing investment
• Experiment with new ad channels
• Build out the agency roster

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

• YTD spend: PE spent approximately $392k on digital display ads YTD, a 14% increase from $344.6k spent in this channel during the same time period of 2022. 
• YTD data: 53.6m impressions via Facebook (56%), Instagram (43%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend dropped 35% from $1.7m in 2021 to $1.1m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, sonsoflibertymedia.com, and 1414.de. It placed 1% of these ads indirectly through Google AdX+AdSense and Display & Video 360 onto sites such as usatoday.com, cnet.com, womenshealthmag.com, meaww.com, and popsci.com. 

Agency analysis:

• Opportunity: The recent DM shift may affect PE's roster, so reach out now to be top-of-mind. 
• Current roster:
  • Bold Worldwide: media buying & planning

Insight Sources: Digital spend insights estimated by Pathmatics.