Male Millennial Opps: Nobull announces CMO departure (Score 41)

Sales lead: Keep an eye on this company because a CMO hire will affect its marketing strategy & agency roster.

Nobull announced its CMO, Todd Meleney, has stepped down.
Meleney joined the company in 2014 as brand manager and worked his way up to CMO in 2021.
We will be sure to update you as soon as a replacement is named.

Target demographic: Millennial fitness enthusiasts with a male skew

Once it hires a new CMO, the company will likely:

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

YTD spend: Nobull spent approximately $844k on national TV ads YTD after not allocating any budget toward this channel during the same time period of 2022.
2021-2022 spend: Full-year spend jumped from $21k in 2021 to $661.5k in 2022.
Ad programming: It placed ads during programming such as PGA Tour Golf, NFL Football - Classic Replay, See No Evil, Good Morning Football, and 2023 NFL Scouting Combine.

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

YTD spend: Nobull spent almost $1.9m on digital display ads YTD, just 51% of the $3.7m spent in this channel during the same time period of 2022.
YTD data: 241.7m impressions via Facebook (52%), Instagram (38%), YouTube (8%), desktop display (1%), and mobile display (1%).
2021-2022 spend: Full-year spend fell by 25% from $10.6m in 2021 to $7.9m in 2022.
Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, nfl.com, and msn.com.

Agency analysis:

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.

Decision Makers Spending Shifts Featured Northeast Consumer Goods digital National Vulnerable Account Index TV Men Agency & MarTech Opps Millennials