Cybereason's CMO departs amid spend decreases (Score 32)

Sales lead: Keep an eye on this company so that you can reach out as soon as it names a replacement.

Target demographic: Businesses that need cybersecurity services

Once it hires a new CMO, the company will likely:

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

YTD spend: Cybereason has not aired a national TV ad yet this year.
2021-2022 spend: Full-year spend dropped from $2.7m in 2021 to $1m in 2022.
2022 ad programming: It placed ads during programming such as American Gold: The Legend of Bear Gulch, Fox Nation American Icons, Fox Nation Presents America vs. China, Modern Warriors: We Were Soldiers, and FOX Weather First Weekend.

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

YTD spend: Cybereason spent just $8.7k on digital display ads YTD, a massive decrease from $2.5m spent in this channel during the same time period of 2022.
YTD data: 1.1m impressions via desktop display (97%) and mobile display (3%).
2021-2022 spend: Full-year spend increased by 17% from $2.4m in 2021 to $2.8m in 2022.
Ad location: It placed 93% of these ads directly onto sites such as techtarget.com, golfwrx.com, espn.com, citationmachine.net, and newson6.com. It placed 7% of these ads through multiple indirect channels onto sites such as foodnetwork.com, zillow.com, geekwire.com, healthline.com, and thisislocallondon.co.uk.

Additional channel insights

Top podcasts sponsored: Marketplace, CyberWire Daily, Darknet Diaries, SpyCast, and Malicious Life.

Agency analysis:

Opportunity: You will have a great shot at picking up some work once this company hires a new CMO.
- Cybereason 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; podcast data estimated by Podchaser.