Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Microsoft promotes from within to fill CMO position (Score 49)
Sales lead: This transition will affect the company's marketing strategy & agency roster.
- Microsoft recently announced its CMO, Chris Capossela, is leaving the company.
- The company decided to promote Takeshi Numoto to CMO.
- Numoto has been Microsoft's EVP & commercial CMO since 2020.
Target demographic: Wide range of consumers & business DMs
The company will likely:
- Try new marketing strategies
- Shift ad dollars around
- Review the agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- Please click here to view our national TV spend chart for Microsoft's top brands.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Microsoft spent around $155m on digital display ads YTD, up 6% from $146.7m spent in this channel during the same time period of 2022.
- YTD data: 21b impressions via Instagram (26%), Facebook (26%), YouTube (19%), desktop display (16%), desktop video (9%), Twitter (3%), and mobile display (1%).
- 2021-2022 spend: Full-year spend fell by 42% from $318.8m in 2021 to $184.8m in 2022.
- Ad location: It placed 94% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitch.tv, and twitter.com. It placed 6% of these ads through multiple indirect channels onto sites such as signupgenius.com, geeksforgeeks.org, gamespot.com, fandom.com, and stackoverflow.com.
**The above digital spend information includes all of Microsoft's brands.**
Additional channel insights
- Vivvix: Microsoft also invests in OOH, print, radio, and local broadcast.
- Top podcasts sponsored: The Daily, The Economist Podcasts, Global News Podcast, Up First, and Planet Money.
Agency analysis:
- Opportunity: Start reaching out now to be top-of-mind.
- Current roster:
- Carat: media AOR
- 215 McCann: creative AOR
- VMLY&R: social
- WE Communications: PR AOR
- Interpublic Group of Companies: creative AOR
- Dentsu: media AOR
- Kovert Creative: experiential AOR