Digital B2B Opps: Atlassian completes CMO search (Score 57)
Sales lead: Get in touch now to offer ad space & agency services. 
- Atlassian has filled the CMO vacancy we told you about in February.
- Zeynep Ozdemir will take over as CMO, effective October 2nd, 2023.
- Ozdemir brings experience from her most recent post as CMO of Palo Alto Networks.
Target demographic: Businesses that need IT services & work management assistance
The company will likely:
- Ramp up digital spend
- Try new ad channels
- Build out its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Atlassian spent nearly $5.9m on digital display ads YTD, a slight (4%) increase from $5.7m spent in this channel during the same time period of 2022.
- YTD data: 780.6m impressions via Facebook (66%), YouTube (19%), Instagram (7%), desktop display (7%), and mobile display (1%).
- 2021-2022 spend: Full-year spend dropped by 26% from $9.8m in 2021 to $7.2m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, newsmax.com, and nytimes.com. It placed 1% of these ads indirectly through Google AdX+AdSense and Index Exchange onto sites such as nytimes.com, politico.com, yahoo.com, time.com, and chron.com.
Additional channel insights
- Top podcasts sponsored: Stuff You Should Know, The Herd with Colin Cowherd, The Economist Podcasts, Global News Podcast, and Stuff You Missed in History Class.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- Current roster:
- Mediassociates: media buying & planning
Insight Sources: Digital spend insights estimated by Pathmatics; podcast insights estimated by Podchaser.
