GoodRx promotes top marketer (Score 44)

Sales lead: This promotion will affect the company's ad spend & agency roster. 

• GoodRx promoted Andrew Slutsky to CMO in July 2023.
• Slutsky joined the company as consumer president in 2012.
• He now leads all of GoodRx's marketing initiatives.

Target demographic: Millennials & Gen-Xers

The company will likely:

• Continue increasing digital ad spend
• Experiment with new ad channels
• Review the current agency roster/hire additional agencies

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

• YTD spend: GoodRx spent approximately $23.1m on national TV ads YTD, a slight (4%) increase from $22.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped 40% from $55m in 2021 to $32.9m in 2022. 
• Ad programming: It placed ads during programming such as ABC World News Tonight With David Muir, The View, America's Newsroom, FOX and Friends, and The Andy Griffith Show. 

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

• YTD spend: GoodRx spent nearly $24.5m on digital display ads YTD, more than double the $11.8m spent in this channel during the same time period of 2022. 
• YTD data: 2.9b impressions via Facebook (50%), YouTube (35%), Instagram (9%), mobile display (3%), and desktop display (3%). 
• 2021-2022 spend: Full-year spend jumped from $12.9m in 2021 to $22.5m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, lifescript.com, and everydayhealth.com. It placed 2% of these ads indirectly through The Trade Desk and Google AdX+AdSense onto sites such as yahoo.com, worldstar.com, ebay.com, fandom.com, and lifescript.com. 

Additional channel insights  

• Vivvix: GoodRx also invests in radio and local broadcast. 
• Top podcasts sponsored: The Daily, Stuff You Should Know, The Joe Rogan Experience, Up First, and Morbid. 

Agency analysis:

• Opportunity: Reach out now to be top-of-mind with the new CMO. 
• Current roster:
  • Mekanism: creative AOR