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9Rooftops | Agency Profile, Contacts, AOR, Client Relationships
Service: full service agency
- Main Telephone
- (404) 991-2511
Primary Address
1000 Marietta Street NW
Suite 208
Atlanta,
GA
30318
USA
9Rooftops Contacts
Contacts (2)
Name | Title | State | ||||||||||||
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Ashley R. | Account Director | GA | ||||||||||||
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Sierra B. | Digital Media Planner | GA |
WinmoEdge
Millennial, Gen-X Opps: Edible taps marketing chief (Score 49)
Sales lead: This hire will affect the company's marketing strategy & agency roster.
- Edible hired Kevin Keith as CMO, effective January 2023.
- Keith most recently served as chief brand officer of Orangetheory Fitness.
- We told you about Edible's marketing VP departing last year.
Edible's target demographic: Millennials & Gen-Xers
The company will likely:
- Continue increasing ad spend
- Experiment with new ad channels
- Review current agency roster/hire additional assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Edible spent approximately $1.3m on national TV ads YTD, a 19% decrease from $1.6m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend increased by 38% from $4m in 2021 to $5.5m in 2022.
- Ad programming: It placed ads during programming such as South Park, Tucker Carlson Tonight, Gunsmoke, The Simpsons, and Forensic Files.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Edible spent about $960k on digital display ads YTD, a 22% increase from $787.1k spent in this channel during the same time period of 2022.
- YTD data: 109m impressions via Facebook (41%), YouTube (32%), and Instagram (32%).
- 2021-2022 spend: Full-year spend jumped by 68% from $3.1m in 2021 to $5.2m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, and instagram.com.
Additional channel insights
- Vivvix: Edible also invests in OOH, print, radio, and local broadcast.
Agency analysis:
- Opportunity: Reach out to the new CMO now to be top-of-mind.
- Current roster:
- The Tombras Group: creative & media AOR
- 9Rooftops: media buying & planning
Insight Sources: Broadcast insights estimated by Vivvix.