Millennial Digital Opps: Jamba names chief brand officer amid spend increases (Score 50)
Sales lead: This hire could lead to spend shifts & agency appointments. 
- Jamba hired Nathan Louer as chief brand officer in May 2023.
- Louer most recently served as brand marketing & activation VP of Jimmy John's.
- He is now responsible for strategy, marketing, and operations.
Target demographic: Millennials
The company will likely:
- Keep increasing digital ad spend
- Experiment with new ad channels
- Build out the agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Jamba spent about $424.1k on digital display ads YTD, a significant increase from $120.5k spent in this channel during the same time period of 2022.
- YTD data: 77m impressions via Facebook (41%), Instagram (31%), desktop display (17%), and mobile display (11%).
- 2021-2022 spend: Full-year spend equaled $650.4k in 2021 and $666.3k in 2022.
- Ad location: It placed 72% of these ads directly onto sites such as facebook.com, instagram.com, kitv.com, and nba.com. It placed 28% of these ads indirectly through Display & Video 360 and Google AdX+AdSense onto sites such as realtor.com, kohls.com, accuweather.com, littlethings.com, and bulbapedia.bulbagarden.net.
Additional channel insights
- Vivvix: Jamba also utilizes OOH, print, radio, and local broadcast.
- It holds media planning discussions in Q2, and it buys during Q1.
Agency analysis:
- Opportunity: Contact Louer to see if he plans on outsourcing any of his new duties.
- You will not have to compete with any incumbent shops to the best of my knowledge.
- It worked with Gestalt Brand Lab on a project basis last year.
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
