Digital B2B Opps: Synopsys hires CMO amid YTD spend declines (Score 49)
Sales lead: Contact the new CMO for specifics about her future plans. .png)
- Synopsys hired Ann Minooka as CMO, effective September 2023.
- Minooka most recently served as SVP & CMO of Ampere.
- She is tasked with leading global brand strategy, communications, and all marketing operations.
Target demographic: Businesses
The company will likely:
- Ramp digital spend back up
- Experiment with new ad channels
- Build out the agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Synopsys spent about $52.6k on digital display ads YTD, just 37% of the $141.6k spent in this channel during the same time period of 2022.
- YTD data: 6.8b impressions via desktop display (92%) and mobile display (8%).
- 2021-2022 spend: Full-year spend jumped from $41.5k in 2021 to $176k in 2022.
- Ad location: It placed 91% of these ads directly onto sites such as yahoo.com, engadget.com, autotrader.com, darkreading.com, and ultimate-guitar.com. It placed 9% of these ads through multiple indirect channels onto sites such as si.com, investing.com, oregonlive.com, zillow.com, and sports.yahoo.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of future agency appointments.
- Current roster:
- Hero Digital: digital
Insight Sources: Digital spend insights estimated by Pathmatics.
