Male Millennial, Gen-Z Opps: Austin FC promotes from within to fill marketing vacancy (Score 45)
Sales lead: This promotion will affect the organization's marketing strategy & could lead to agency hires..png)
- Austin FC (AFC) elevated Ryan Madden to marketing SVP filling the vacancy we told you about in June.
- Madden joined the team in 2021 as communications and media VP.
- He now leads all of AFC's marketing operations.
Target demographic: Male Gen-Z & millennials with a Hispanic skew
The organization will likely:
- Outsource some marketing duties to agency partners
- Seek new sponsors
- Try new marketing strategies
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance for MLS)
- YTD spend: MLS spent around $154.7k on national TV ads YTD, up from $4k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend fell from $144.7k in 2021 to $4k in 2022.
- Ad programming: It placed ads during programming such as Fútbol Leagues Cup, Leagues Cup, Fútbol MLS, Leagues Cup en 60, and Fútbol Central [Spanish].
Digital and social insights (digital ad spend, effectiveness, impressions, and performance for MLS)
- YTD spend: MLS spent nearly $8m on digital display ads YTD, a 67 % increase from $4.8m spent in this channel during the same time period of 2022.
- YTD data: 1.2b impressions via Facebook (52%), Instagram (37%), YouTube (7%), Twitter (2%), and desktop display (2%).
- 2021-2022 spend: Full-year spend equaled $6.8m in 2021 and $6m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitter.com, and dallasnews.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as complex.com, billboard.com, solecollector.com, politico.com, and firstwefeast.com.
Agency analysis:
- Opportunity: Contact the recently promoted SVP now to see if you can pick up any of AFC's business.
- AFC does not currently work with any agencies to the best of my knowledge.
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
