Male Millennial, Gen-Z Media Opps: ZOA Energy promotes CEO, hires new top marketer (Score 63)

Sales lead: Reach out to offer ad space & agency services. 

• ZOA Energy hired Melanie Hellenga as CMO in June 2023. 
• Hellenga joins from Groupon, where she served as global brand & performance marketing VP. 
• She fills the vacancy left by John Galloway, who was promoted to CEO in March. 

Target demographic: Millennial & Gen-Z men

The company will likely:

• Increase ad spend as it builds initial brand awareness (launched in 2020)
• Build out its agency roster
• Partner with celebrity influencers

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

• YTD spend: ZOA has not aired a national TV ad yet this year. 
• 2021-2022 spend: Full-year spend increased from $827.6k in 2021 to $3.8m in 2022. 
• Ad programming: It placed ads during programming such as 2022 Winter Olympics, Super Bowl LVI Pregame, NBC Preview Show- Winter Olympics, and Road to the Super Bowl. 

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

• YTD spend: ZOA spent about $334.1k on digital display ads YTD, a slight increase (2%) from $327.3k spent in this channel during the same time period of 2022. 
• YTD data: 33.6m impressions via YouTube (49%), Instagram (47%), Facebook (3%), and Twitter (1%). 
• 2021-2022 spend: Full-year spend increased by 68% from $363k in 2021 to $609k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, and twitter.com. 

Agency analysis:

• Opportunity: Contact the new CMO now to offer creative, media, digital, or social media assistance. 
• Current roster:
  • The 5th Column: PR AOR