ecoATM appoints marketing chief amid YTD spend declines (Score 49)

Sales lead: This hire may lead to spend shifts & agency reviews. 

• ecoATM named Taryn Rayment CMO in April 2023.
• Rayment joins from FTD, where she served as CMO & consumer division head.
• She is now responsible for brand strategy, PR, creative, website management, partnerships, and paid media.

Target demographic: Gen-Z & millennials

The company will likely:

• Ramp digital spend back up
• Try new ad channels
• Review the current agency roster

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

• YTD spend: ecoATM spent nearly $889k on digital display ads YTD, a 66% decrease from $2.6m spent in this channel during the same time period of 2022. 
• YTD data: 105.5m impressions via Facebook (41%), Instagram (36%), and YouTube (22%). 
• 2021-2022 spend: Full-year spend jumped from $2.9m in 2021 to $7.9m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. 

Additional channel insights  

• Top podcasts sponsored: The Ramsey Show and The Rachel Cruze Show. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency reviews, so get in touch now to be top-of-mind. 
• Current roster:
  • Ocean Media: media buying AOR
  • Manifest: creative & PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.