B2B, Digital Opps: IDIQ taps CMO amid spend decreases (Score 50)

IDIQ, an identify theft protection and credit monitoring company, named Robert Rausch CMO, effective May 2021. Rausch joins from Guitar Center, where he served as marketing VP for about two years. In his new role, Rausch will be tasked with finding new customers, improving retention, and marketing campaigns. This hire will affect the company's marketing strategy and could lead to agency appointments. 

According to Pathmatics, IDIQ earned 6.4m impressions YTD through desktop display ads (92%) and mobile display ads (8%). It placed the majority (93%) of these ads site direct onto sites such as youtube.com, yahoo.com, sports.yahoo.com, news.yahoo.com and makers.com. It placed the remainder (7%) indirectly through Google AdX+AdSense onto sites such as thehill.com, textnow.com, dailymail.co.uk, fastcompany.com and buzzfeed.com. It spent around $16.9k on digital display ads YTD, just 7% of the $257.4k spent in this channel during the same time period of 2020. Full-year spend increased 61% from $210.2k in 2019 to $338.2k in 2020. 

Sellers-- IDIQ's services appeal primarily to businesses, but also to consumers. It reaches these audiences through digital display ads. The company has drastically reduced spend so far this year, but I predict the new CMO will reverse that trend. He may even decide to invest in other channels like national TV or podcasts. Sellers should start contacting Rausch soon to see what types of ad space you may be able to provide. 

Agency & martech readers-- To the best of my knowledge, IDIQ is not working with any outside agencies at this time. The new CMO may decide to outsource some of his marketing duties, so start reaching out soon to be top-of-mind.