Male Gen-X, Millennial Opps: Sun Auto Tire & Services appoints CMO amid spend declines (Score 49)
Sales lead: Reach out to the new CMO now to be top-of-mind. .png)
- Sun Auto Tire & Services (SA) hired Matthew Loos as CMO, effective November 2023.
- Loos most recently served as CRO of Certus.
- He now leads all of SA's marketing operations.
Target demographic: Male Gen-Xers & millennials
The company will likely:
- Ramp digital spend back up
- Experiment with new ad changes
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: SA spent around $78.5k on digital display ads YTD, up from $27.5k spent in this channel during the same time period of 2022.
- YTD data: 14.3m impressions via desktop display (52%), Facebook (37%), YouTube (8%), Instagram (2%), and desktop video (2%).
- 2021-2022 spend: Full-year spend plummeted from $755.1k in 2021 to $27.5k in 2022.
- Ad location: It placed 71% of these ads directly onto sites such as facebook.com, famousbirthdays.com, youtube.com, tmz.com, and news.yahoo.com. It placed 29% of these ads through multiple indirect channels onto sites such as wallpaperswide.com, foxnews.com, football.fantasysports.yahoo.com, proprofs.com, and redfin.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- SA does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
