Male Millennial, Gen-X Opps: Altice hires top marketer for Optimum (Score 58)

Sales lead: Contact the new CMO for more information about her future plans. 

• Altice USA named Jennifer Garrett CMO in October 2023. 
• Garrett most recently served as Spectrum's marketing head.
• She is now tasked with boosting awareness for Optimum, Altice's top brand, 
• Garrett reports to Leroy Williams, the new CGO we told you about in February. 

Target demographic: Male Gen-Xers & millennials

The company will likely:

• Continue ramping up digital spend
• Review the current agency roster
• Experiment with new ad channels

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

• YTD spend: Optimum spent nearly $478.7k on national TV ads YTD after not airing an ad during the same time period of 2022. 
• 2021-2022 spend: Full-year spend totaled $21.4k in 2021. 
  • It did not allocate any funds toward this channel during 2022. 
• Ad programming: It placed ads during programming such as MLB Baseball, The Michael Kay Show, NBA Basketball, New York Yankees Postgame, and AC Milan Magazine. 

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

• YTD spend: Optimum spent approximately $27.3m on digital display ads YTD, up from $10.9m spent in this channel during the same time period of 2022. 
• YTD data: 3.3b impressions via Facebook (47%), YouTube (19%), desktop display (13%), Instagram (12%), and mobile display (9%). 
• 2021-2022 spend: Full-year spend dropped by 46% from $31.2m in 2021 to $16.7m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, optimum.net, instagram.com, youtube.com, and suddenlink.net. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as realtor.com, zillow.com, trulia.com, streeteasy.com, and fandom.com. 

Additional channel insights  

• Vivvix: Altice also utilizes OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: New CMOs commonly conduct agency reviews, so reach out now to be top-of-mind. 
• Current roster:
  • In-house: media
  • VMLY&R: creative AOR
  • Horizon Next: media AOR
  • The Bait Shoppe: experiential