Digital Gen-Z Opps: Nexon hires new marketing head (Score 50)

Sales lead: Contact the new CMO to offer ad space & agency services. 

• Nexon America selected Kendall Boyd as CMO in May 2023.
• Boyd joins from NCSOFT, where he served as marketing SVP.
• He now leads Nexon's marketing operations. 

Target demographic: Gen-Z

The company will likely:

• Ramp digital spend back up
• Experiment with different ad channels
• Outsource some marketing responsibilities to agency partners

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

• YTD spend: Nexon spent approximately $762.8k on digital display ads YTD, a significant decrease from $3.4m spent in this channel during the same time period of 2022. 
• YTD data: 213.1m impressions via desktop display (69%), Instagram (22%), Facebook (5%), and desktop video (4%).
• 2021-2022 spend: Full-year spend jumped from $2.9m in 2021 to $9.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, listenonrepeat.com, and twitch.tv. 

Additional channel insights  

• Top podcasts sponsored: CoinDesk Podcast Network and The Breakdown. 

Agency analysis:

• Opportunity: Reach out to the new CMO now to be top-of-mind. 
  • Nexon does not currently work with any agencies to the best of my knowledge.