Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
ETS hires CMO amid spend increases (Score 50)
Sales lead: This hire will directly impact the organization's marketing strategy & agency roster. 
- ETS appointed Michelle Froah as global CMO in April 2023.
- Froah joins from MetLife, where she served as global brand & marketing SVP.
- She is responsible for brand, marketing, innovation, product, B2B, and community engagement.
Target demographic: Gen-Z students & Gen-X parents
The organization will likely:
- Continue ramping up digital spend
- Try new ad channels
- Build out its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: ETS spent about $789.1k on digital display ads YTD, a significant jump from $204.9k spent in this channel during the same time period of 2022.
- YTD data: 108.9m impressions via desktop display (43%), Instagram (26%), Facebook (20%), mobile display (8%), and YouTube (3%).
- 2021-2022 spend: Full-year spend increased from $1.1m in 2021 to $2.3m in 2022.
- Ad location: It placed 94% of these ads directly onto sites such as instagram.com, facebook.com, nydailynews.com, slate.com, and youtube.com. It placed 6% of these ads through multiple indirect channels onto sites such as merriam-webster.com, msn.com, usnews.com, heavy.com, and zone.msn.com.
Additional channel insights
- Vivvix: ETS also invests in print.
- Top podcasts sponsored: Football Ramble, OTB Football, Football Daily, Football Weekly, and The Intelligence from The Economist.
Agency analysis:
- Opportunity: Get in touch with the new CMO soon to be top-of-mind.
- Current roster:
- MRM//McCANN: digital
