Millennial Media Opps: Early Warning hires CMO amid spend decreases (Score 50)

Sales lead: This hire will likely lead to higher ad spending & agency reviews. 

• Early Warning Services hired Andrea Gilman as CMO in June 2023.
• Gilman joins from Banyan, where she held the same title.
• She now leads all marketing operations for the company's money transfer platform, Zelle.

Target demographic: Millennials 

The company will likely:

• Ramp ad spend back up
• Experiment with new ad channels
• Review agency relationships

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

• YTD spend: Zelle spent around $122.3k on national TV ads YTD, a significant decrease from $1.5m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend equaled $6.5m in 2021 and $6.8m in 2022.
• Ad programming: It placed ads during programming such as The Basketball Tournament, NBA Basketball, Focused, and Pistons Live. 

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

• YTD spend: Zelle spent about $57.9k on digital display ads YTD, just 9% of the $648.5k spent in this channel during the same time period of 2022. 
• YTD data: 7.5m impressions via Facebook (94%), YouTube (2%), desktop display (2%), mobile display (1%), and Instagram (1%).  
• 2021-2022 spend: Full-year spend plummeted from $6m in 2021 to $1.3m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, vox.com, youtube.com, instagram.com, and recode.net. 

Additional channel insights  

• Top podcasts sponsored: The Ramsey Show, The Bobby Bones Show, Dateline NBC, and Conan O'Brien Needs A Friend.

Agency analysis:

• Opportunity: The new CMO will likely review these relationships, so reach out now to be top-of-mind.
• Current roster:
  • Huge: digital
  • Pereira & O'Dell: creative, media, & social