Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Male Millennial, Gen-Z Opps: Jack Link's hires two DMs amid spend declines (Score 56)
Sales lead: These additions will affect the company's marketing strategy & agency relationships. 
- Jack Link's (JL) recently brought in two marketing DMs.
- Holly Lavallie joined as marketing SVP from Hormel Foods, where she served as marketing VP of Deli Solutions.
- Lori Davis joined as integrated marketing VP from Martin Williams, where she was president.
Target demographic: Male Gen-Z & Millennials
The company will likely:
- Ramp ad spend back up
- Experiment with new ad channels
- Review the current agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: JL spent $1.3k on national TV ads YTD, just 18% of the $7.2k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend fell by 45% from $13.4k in 2021 to $7.4k in 2022.
- Ad programming: It placed ads during programming such as Impractical Jokers: Inside Jokes, The Fowl Life With Chad Belding, The Musky Hunter, and truTV Top Funniest.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: JL spent nearly $1.8m on digital display ads YTD, a significant decrease from $5.8m spent in this channel during the same time period of 2022.
- YTD data: 209.2m impressions via YouTube (46%), Facebook (31%), Instagram (15%), desktop display (4%), Twitter (3%), and mobile display (1%).
- 2021-2022 spend: Full-year spend jumped from $2.7m in 2021 to $8.3m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitter.com, and draftkings.com. It placed 1% of these ads through multiple indirect channels onto sites such as draftkings.com, football.fantasysports.yahoo.com, youtube.com, imgur.com, and fandom.com.
Additional channel insights
- Vivvix: JL also invests in OOH and digital.
Agency analysis:
- Opportunity: Reach out now to see if the new marketing DMs plan on making any changes.
- Current roster:
