Gen-Z, Gen-X Opps: Texas A&M University announces new top marketer (Score 49)

Sales lead: Start reaching out to offer ad space & agency services. 

• Texas A&M University (TAMU) hired R. Ethan Braden as VP and chief marketing and communications officer. 
• Braden joins from Purdue University, where he held the same position. 
• He now leads all of TAMU's marketing and communications operations. 

Target demographic: High school upperclassmen (Gen-Z) and their Gen-X parents

The university will likely:

• Ramp up ad spend
• Experiment with new ad channels
• Seek agency assistance

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

• YTD spend: TAMU spent about $172.2k on national TV ads YTD, a slight (4%) increase from $165.1k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell 13% from $337.6k in 2021 to $293.7k in 2022. 
• Ad programming: It placed ads during programming such as College Football, College Basketball, Women's College Basketball, ESPN Films, and College Baseball. 

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

• YTD spend: TAMU spent almost $1.8m on digital display ads YTD, a 10% decrease from $2m spent in this channel during the same time period of 2022. 
• YTD data: 249.4m impressions via Facebook (35%), Instagram (33%), desktop display (14%), mobile display (13%), YouTube (5%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend increased by 26% from $1.9m in 2021 to $2.4m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, accuweather.com, and answers.com. It placed 4% of these ads through multiple indirect channels onto sites such as youtube.com, forbes.com, foxnews.com, politico.com, and buzzfeed.com. 

Additional channel insights  

• Top podcasts sponsored: The Chris Plante Show, Some More News, and The AIAS Game Maker's Notebook. 

Agency analysis:

• Opportunity: Get in touch with the new marketing DM now to be top-of-mind.  
  • TAMU does not currently work with any agencies to the best of my knowledge.