Gen-X, Millennial Opps: Outer retains digital AOR, hires CMO (Score 53)

Sales lead: Reach out to offer ad space & non-digital agency services. 

• Outer retained adQuadrant as its digital AOR.
• The agency will keep making online campaigns as well as introduce new growth strategies. 
• adQuadrant will focus on promoting a personalized shopping experience and utilize influencers. 

In other news:

• Outer named Phuong Petersen CMO earlier this year.
• Petersen spent the past couple of years as SimpleTire's CMO.

Target demographic: Gen-Xers & millennials

The company will likely:

• Increase digital spend
• Try new ad channels
• Build out the agency roster

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

• YTD spend: Outer has not allocated any budget toward national TV ads since spending $602.8k in 2021. 
• 2021 ad programming: It placed ads during programming such as Morning Joe, Rizzoli & Isles, Midsomer Murders, Law & Order, and Maine Cabin Masters. 

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

• YTD spend: Outer spent about $421.2k on digital display ads YTD, just 28% of the $1.5m spent in this channel during the same time period of 2022. 
• YTD data: 64.2m impressions via Facebook (83%), Instagram (15%), and YouTube (2%). 
• 2021-2022 spend: Full-year spend fell 25% from $2m in 2021 to $1.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. 

Additional channel insights 

• Top podcasts sponsored: The Economist Podcasts and Ologies with Alie Ward.

Agency analysis:

• Opportunity: You may be able to pick up social, media, or creative duties. 
• Current roster:
  • adQuadrant: digital AOR
  • The Consultancy PR: PR AOR