LendingTree | Company Profile, Marketing Contacts, Media Spend, Brands
Tree.com, Inc., headquartered in Charlotte, NC, is a marketplace providing consumers access to financial products and real estate businesses and professionals. The company offers consumers the resources to comparison shop loans, real estate, and other financial products from one location. Tree.com is the parent of several brands and businesses in the financial services and real estate industries including LendingTree, LendingTree Loanssm, GetSmart, Home Loan Center, RealEstate.com, LendingTree Autos, InsuranceTree, DegreeTree, and more.
|Main Telephone||(704) 541-5351|
|Main Fax||(704) 541-1824|
LendingTree ContactsContacts (5/26)
|Doug L.||Chairman, Chief Executive Officer & Director||NC|
Sample of Associated Brands
|Neil S.||Chief Revenue Officer||NC|
|Sam Y.||Chief Marketing Officer||CA|
|Gabriel D.||Chief Financial Officer||CA|
|Nikul P.||Chief Operating Officer & Chief Product Officer||CA|
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TV, Digital Opps: LendingTree to incrementally increase marketing spend in 2016
Subject: digital, TV, brand awareness
Company: Winmo), one of Tree.com's brands, is a marketplace providing consumers access to financial products and real estate businesses and professionals. LendingTree is headquartered in Charlotte, NC.
Opportunity: During the Q4 earnings call, Douglas Lebda said marketing efforts will continue to expand around LendingTree’s credit card business. In Q4, the company launched a TV spot and online marketing supporting the credit card launch. Given its success, these efforts will continue.
Lebda also mentioned that Lending Tree’s marketing spans “everything from radio to TV and a bunch of SEM,” but points out that the company doesn’t rely on any given marketing channel exclusively in order to have “control over [its] destiny, not outsource it to somebody else.” In 2016, the company will continue to incrementally increase marketing expenses, especially since marketing campaigns for individual products drive consumers to LendingTree’s site, where they can discover LT’s other offerings.
Specifically, Lebda stated that LT’s TV plans are “bigger” this year. National TV spend has already increased in the first two months of 2016 (more below), so sellers should reach out immediately to secure TV, digital and other paid media dollars for the rest of the year.
Agency readers should bear in mind that LT appointed WPP's Ocean Media has been on the account going on four years (over the average AOR tenure of two-and-a-half years).
Media Spend: According to Kantar Media, LendingTree has been increasing measured media spend for the past three years. Spend was $54.3 million for FY 2013 and $71.9 million for FY 2014. Note that through Q3 2015, LT spent $58.3 million compared to the $55.8 million spent during the same period 2014 – putting 2015 spend on track to outpace 2014 spend. Most of 2015′s spend was allocated to digital display ads ($44.8 million).
National TV Spend: For 2015, iSpot reports that LT spent $28.9 million on national TV ads – up from $11.7 million in 2014. See charts for 2015 channel/show targeting.
Sellers should note that LT has already spent $9.7 million on national TV ads in 2016 – up from $2.4 million for the same period (Jan. 1 to March 1) 2015. See chart for 2016 show targeting.
Digital Breakdown: Moat data indicates that LT ran 756 display ads on 4,310 publishers in 2015 (11% mobile). Top ad destinations included bankrate.com, msnbc.com, interest.com, equifax.com and cnbc.com (66% placed site direct versus programmatic). Additionally, 582 high impact ads were run and two video ads.
For comparison, in 2014 LT ran 727 display ads on 2,661 publishers (36% mobile). Ad destinations were essentially the same as 2015 and 56% were placed site direct. In 2014, 401 high impact ads were run, but no video ads.
Note that so far in 2016, the company has run 196 display ads on 1,408 publishers (<1% mobile; 27% site direct). This is slightly lower than the same period 2015, when 230 display ads were run on 1,731 publishers.
Competitors: Includes Quicken Loans, Synchrony Financial, CashNetUSA, Money Mutual, etc.
11115 Rushmore Dr.
Charlotte, NC 28277
Chief Marketing Officer
Senior Director, Marketing