Millennial, Gen-Z Digital Opps: Yelp promotes from within to fill CMO vacancy (Score 55)

Sales lead: Reach out to the new marketing SVP now for more information about her future plans.

Yelp recently promoted Brigitte Ehman to marketing SVP.
Ehmam joined the company in 2016 and most recently served as VP and chief of staff.
I believe this fills the CMO vacancy we told you about earlier this year.
However, we will be sure to let you know if the company does hire a new CMO.

Target demographic: Gen-Zers & millennials

The company will likely:

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

YTD spend: Yelp has not allocated any budget toward national TV ads since spending about $265.1k in 2021.
2021 ad programming: It placed ads during programming such as Intervention, Killer Kids, According to Jim, CNN Newsroom with Poppy Harlow and Jim Sciutto, and Ice Road Truckers.

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

YTD spend: Yelp spent approximately $7.7m on digital display ads YTD, a 67% increase from $4.6m spent in this channel during the same time period of 2022.
YTD data: 709.2m impressions via YouTube (70%), Facebook (19%), Instagram (9%), and desktop display (2%).
2021-2022 spend: Full-year spend plummeted by 54% from $12.6m in 2021 to $5.8m in 2022.
Ad location: It placed 99% of these directly onto sites such as youtube.com, facebook.com, instagram.com, yahoo.com, and pnj.com. It placed 1% of these ads indirectly through Display & Video 360 onto sites such as yahoo.com, washingtontimes.com, medicalnewstoday.com, aol.com, and mapquest.com.

Additional channel insights

Top podcasts sponsored: The Daily, The Joe Rogan Experience, My Favorite Murder with Karen Kilgariff and Georgia Hardstark, Wait Wait... Don't Tell Me!, and The Indicator from Planet Money.

Agency analysis:

Opportunity: Get in touch with the recently promoted marketing DM to pitch your services.
- Yelp does not currently work with any agencies.

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; podcast insights estimated by Podchaser.