Male Millennial Opps: Chime picks up integrated marketing partner (Score 60)

Sales lead: Reach out to offer ad space & to inquire about other agency work. 

• Chime tapped AKQA as its integrated marketing agency in October 2023.
• The agency will collaborate with Chime's in-house creative team to increase brand awareness. 
• AKQA's first work will launch late this year or early next year. 

Target demographic: Millennials with a male skew

The company will likely:

• Keep shifting ad dollars from digital to national TV
• Launch an ad campaign
• Make additional agency changes

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

• YTD spend: Chime spent around $38.6m on national TV ads YTD, a 13% increase from $34.2m in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend equaled $49m in 2021 and $48.2m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, College Football, Fight Sports: Boxing, and South Park. 

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

• YTD spend: Chime spent nearly $12.5m on digital display ads YTD, just 48% of the $26.2m spent in this channel during the same time period of 2022. 
• YTD data: 1.7b impressions via Facebook (52%), Instagram (29%), YouTube (11%), desktop display (4%), and desktop video (4%). 
• 2021-2022 spend: Full-year spend plummeted from $86m in 2021 to $31m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as facecbook.com, instagram.com, youtube.com, yahoo.com, and nydailynews.com. It placed 2% of these ads indirectly through Google AdX+AdSense and an unknown channel onto sites such as nydailynews.com, complex.com, yahoo.com, sportingnews.com, and sun-sentinel.com. 

Additional channel insights  

• Vivvix: Chime also invests in radio and local broadcast.
• Top podcasts sponsored: Fantasy Footballers - Fantasy Football Podcast, The Fighter & The Kid, The Clark Howard Podcast, Dungeons and Daddies, and Adam Carolla Show. 

Agency analysis:

• Opportunity: Agency hires tend to follow one another, so get in touch now to secure top priority. 
• Current roster:
  • AKQA: integrated marketing
  • Barrett Hofherr: creative, digital, & social
  • Goodby, Silverstein & Partners: creative