XO Group, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
XO Group Inc., formerly The Knot Inc., is a leading lifestage media company offering wedding planning information. XO Group produces national and local magazines, books and broadcast offerings as well as their websites: TheKnot.com, TheNest.com, WeddingChannel.com and WeddingTracker.com. XO Group, Inc. is headquartered in New York, NY.
|Main Telephone||(212) 219-8555|
|Main Fax||(212) 219-1929|
XO Group, Inc. ContactsContacts (5/14)
|Carley R.||Chief Content Officer||NY|
Sample of Associated Brands
|Mike S.||Chief Executive Officer||NY|
|Gillian M.||Chief Financial Officer||NY|
|Kristin S.||President, Local Marketplace||NY|
|Dhanusha S.||Executive Vice President, Marketing||NY|
|XO Group, Inc.||****|
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Female Engagement Opps: The Knot, The Bump parent to continue online ad hike
Subject: Online advertising, mobile, digital, social media, PR, events
Company: ), media company known for content geared towards young couples' life events, such as weddings, pregnancy and moving in together. XO is the parent of properties like The Knot, The Nest and The Bump.
Opportunity: In August 2014, we looked at how XO planned to boost digital and mobile advertising to better engage consumers, thus providing stronger platforms for advertisers (more here). Now, a year and a half later, CEO Michael Steib stated in the Q4 earnings call that XO will continue to expand advertising efforts this year. Specifically, XO plans to continue moving more ad dollars from print to digital.
Therefore, look to secure ad revenue if you have high engagement rates among mature millennial audiences, particularly brides, young couples and soon to be mothers since The Knot and The Bump are XO’s top revenue sites.
However, keep in mind that while the bulk of XO’s revenue comes from The Knot and The Bump, XO just acquired Gigmasters and partnered with Jetport. So, look for ad revenue tied to these, especially Gigmasters since it’s owned by XO now. XO’s ad budget increase is designed to boost its growing transactional business, as well.
Media Spend: In 2015, XO spent $2.2 million on advertising, an increase from the $1.7 million it spent the year before. Most of this supports display ads, according to filings with the SEC.
Digital Breakdown: Since January, The Knot has run 39 standard display ads, on 11 publishers, 62% placed site direct versus programmatic versus site direct. Top publishers ranged from bridal, baby, travel and home publishers. Besides XO owned properties, top sites included davidsbridal.com, 10best.com, optimizely.com, travelocity.com, weather.com and w3schools.com, Moat reports.
In comparison, since the beginning of the year The Nest hasn’t run any digital ads and The Bump has only run 12 standard ads on three publishers including thebump.com, google.com and yahoo.com.
New York, NY 10007
Chief Executive Officer
Executive Vice President, Marketing