Etsy adds marketing duties to COO following CMO departure (Score 64)

Sales lead: Reach out to Moskowitz for more details about her plans. 

• Etsy announced its CMO, Ryan Scott is leaving the company. 
• The company opted to assign marketing duties to COO Raina Moskowitz instead of hiring a new CMO.
• Moskowitz's new title is chief operating and marketing officer.
• We told you earlier this year about Etsy rolling out a baby registry and naming a new creative AOR. 

Target demographic: Gen-X & millennials with a female skew

The company will likely:

• Continue ramping up ad spend
• Experiment with new marketing channels
• Make agency changes

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

• YTD spend: Etsy spent almost $86.7m on national TV ads YTD, up 18% from $73.5m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped 37% from $56.9m in 2021 to $77.9m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, ABC World News Tonight With David Muir, SportsCenter, House Hunters and Friends. 

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

• YTD spend: Etsy spent about $56m on digital display ads YTD, a 56% increase from $35.9m spent in this channel during the same time period of 2022.
• YTD data: 6.7b impressions via Facebook (35%), Instagram (26%), YouTube (20%), desktop video (16%), and desktop display (4%). 
• 2021-2022 spend: Full-year spend increased by 14% from $32.4m in 2021 to $36.8m in 2022. 
• Ad location: It placed 94% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, maxpreps.com, and jcpenney.com. It placed 6% of these ads through multiple indirect channels onto sites such as southernliving.com, accuweather.com, people.com, earthlink.net, and psychologytoday.com.

Additional channel insights  

•  Etsy also invests in radio, OOH, and local broadcast.
• Top podcasts sponsored: Stuff You Should Know, Crime Junkie, Morbid, My Favorite Murder with Karen Kilgariff, and WTF with Marc Maron. 

Agency analysis:

• Opportunity: The DM shift may lead to agency reviews, so get in touch now to be top-of-mind. 
• Current roster:
  • Ocean Media: media planning
  • Tinuiti: digital, programmatic, and digital creative
  • Orchard: creative AOR