Male Millennial, Gen-X Media Opps: New American Funding hires CMO amid spend increases (Score 53)
Sales lead: This hire could lead to spend shifts & agency hires. 
- New American Funding (NAF) hired Andrew Strickman as CMO, effective August 2023.
- Strickman most recently served as CMO of Care Access.
- He is now responsible for all of NAF's marketing operations.
Target demographic: Gen-X & millennials with a male skew
The company will likely:
- Continue increasing ad spend
- Experiment with new ad channels
- Hire agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: NAF spent about $50.9k on national TV ads YTD, a significant increase from $1.1k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend equaled $29.2k in 2022.
- It did not air an ad in 2021.
- Ad programming: It placed ads during programming such as World Poker Tour, NHL Hockey, NBA Basketball, NASCAR Race Rewind, and Set Apart.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: NAF spent approximately $391.2k on digital display ads YTD, a huge jump from $47.8k spent in this channel during the same time period of 2022.
- YTD data: 47m impressions via desktop display (67%), Instagram (21%), Facebook (6%), and mobile display (6%).
- 2021-2022 spend: Full-year spend jumped from $60.9k in 2021 to $122.9k in 2022.
- Ad location: It placed 88% of these ads directly onto sites such as patch.com, instagram.com, investopedia.com, facebook.com, and realtor.com. It placed 12% of these ads through multiple indirect channels onto sites such as investopedia.com, sheknows.com, patch.com, countryliving.com, and yahoo.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
