LegalZoom changes name, promotes top marketer (Score 58)

Sales lead: Contact this company's DMs to offer ad space & agency services. 

• LegalZoom has changed its name to LZ to avoid confusion with the popular video communications service Zoom.
• LZ also updated its logo and imagery. 
• It launched a campaign to promote the rebrand.
  • LZ has not released any details regarding the campaign, so reach out for more information. 
• The company also promoted Daniel Lysaught to CMO in May 2023.
  • Lysaught joined the company in July 2022 as growth marketing VP. 

Target demographic: Entrepreneurs & small business owners

The company will likely:

• Ramp ad spend back up
• Try new ad channels
• Build out the agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: LZ spent approximately $2m on national TV ads YTD, just 18% of the $10.8m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell from $33.5m in 2021 to $19.6m in 2022. 
• Ad programming: It placed ads during programming such as NBA Basketball, NBA Countdown, NBA GameTime, NBA Playoff Playback, and 2023 NBA All-Star Celebrity Game. 

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

• YTD spend: LZ spent about $562.6k on digital display ads YTD, a huge decrease from $10.2m spent in this channel during the same time period of 2022. 
• YTD data: 48.9m impressions via YouTube (70%), Facebook (22%), Instagram (4%), and desktop display (4%). 
• 2021-2022 spend: Full-year spend increased by 59% from $10.8m in 2021 to $17.2m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, psychcentral.com, and bodybuilding.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as msn.com, basketball-reference.com, pro-football-reference.com, pcgamesn.com, and ask.com. 

Additional channel insights  

• Vivvix: LZ also invests in local broadcast. 
  • It holds media planning discussions in Q2, and it buys during Q1. 
• Top podcasts sponsored: Wait Wait... Don't Tell Me!, Planet Money, Monday Morning Podcast, Adam Carolla Show, and Timcast IRL.