Digital B2B Opps: Brightcove selects new top marketer (Score 50)
Sales lead: This hire will directly impact the company's marketing strategy. 
- Brightcove hired Kathy Klingler as CMO, effective January 8th, 2024.
- Klingler most recently served as global chief marketing & communications officer of Rapid7.
- In her new role, Klingler is responsible for improving brand awareness, customer acquisition, and customer loyalty.
Target demographic: Businesses that need streaming services
The company will likely:
- Return to 2021 spend levels
- Experiment with new ad channels
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Brightcove spent about $18k on digital display ads YTD, a 67% increase from $10.8k spent in this channel during the same time period of 2022.
- YTD data: 3.9m impressions via desktop display (97%) and Facebook (3%).
- 2021-2022 spend: Full-year spend plummeted from $319.1k in 2021 to $10.8k in 2022.
- Ad location: It placed 74% of these ads through multiple indirect channels onto sites such as rollingstone.com, southernliving.com, nypost.com, yahoo.com, and letterboxd.com. It placed 26% of these ads directly onto sites such as cracked.com, facebook.com, nationstates.net, dailymail.co.uk, and msn.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- Brightcove does not currently have any agency partners to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
