General Electric Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
General Electric Corporation is a multinational conglomerate corporation headquartered in Fairfield, CT. The company's product line includes appliances, transportation equipment, lighting, generators, turbines, nuclear reactors, medical imaging equipment, and plastics which are manufactured and distributed by GE in worldwide. Additionaly, general electric also offers commercial and consumer finance and insurance, and operates broadcasting ventures.
|Main Telephone||(203) 373-2211|
|Main Fax||(203) 373-3131|
General Electric Corporation ContactsContacts (5/42)
|Beth C.||Vice Chair||CT|
Sample of Associated Brands
|Jeff I.||Chairman & Chief Executive Officer||CT|
|Mark K.||Vice President & Chief Risk Officer||CT|
|Linda B.||Chief Marketing Officer, Global Brand Marketing||CT|
|Deirdre L.||Chief Communications Officer||CT|
|General Electric Corporation||********|
|** ****||***||media buying & planning||2013||present|
|** *********||***||AOR - media buying & planning||2000||present|
|** *********||**** *********||AOR - creative||unknown||present|
|** ********||***||AOR - media buying & planning||unknown||present|
|******* ******** ***********||**** *********||AOR - creative||1920||present|
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TV Opps: GE's CMO pulls plug on prime-time TV advertising
Subject: digital, TV, radio
Opportunity: GE’s newly-appointed CMO Linda Boff (more here) recently told Business Insider that the company will no longer be advertising during primetime TV. GE, instead, will opt to advertise only during live television events. Specifically, she said: “We still believe in TV, but we believe in an audience that is going to stay.” She also said that the company is looking for “engagement” and “impact” and that primetime TV is too hard to break through.
From now on, the focus will be on “almost exclusively live TV – football, SNL, Fallon.” Although she did not address digital spend, sellers should note that GE has kept digital buys relatively flat from 2014 to 2015 (although mobile has increased 30%). Boff is still settling into her role, so sellers (especially digital) should reach out for potential 2016 dollars. Since Boff’s concern is “engagement” and “impact,” pitches should include media properties with high ROI.
GE’s media buying and planning has been handled by OMD since 2000 (consumer and corporate). Currently, GE scores a 70 on our predictive analysis model, placing it in “Account in Jeopardy” status.
National TV Spend: GE has spent $48.1 million on measured media so far this year, according to iSpot. This is a 49.8% increase from the same period 2014, when $32.2 million was spent. Looking at the show targeting, it seems that GE hasn’t done that much primetime TV advertising in the last two years, so it doesn’t seem that much will be changing (other than spend levels). See the chart for more detail.
Digital Breakdown: Moat reports that GE has run 633 display ads on 3,082 publishers (35% mobile). Top ad destinations include arstechica.com, bravotv.com, usanetwork.com, speednews.com and syfy.com. Almost 80% of these ads are placed site direct, as opposed to programmatically. GE has also run 181 high impact and 25 video ads this year.
For the same period 2014, GE ran 632 creatives on 4,583 publishers (5% mobile). GE also ran 693 high impact ads in 2014. Half of these ads were placed site direct.
3135 Easton Turnpike
Fairfield, CT 06828
Chief Marketing Officer