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Score 57 - Close Watch Update: StubHub CMO out, company searching for replacement
Sellers - StubHub has increased marketing spend over the past year across both digital and TV efforts (see breakdown below).
Below was originally published on 4/7:
Shortly after launching a rebranding campaign (more Jennifer Betka has already left the company or if she will stick around until a replacement is found, but we will let you know as we learn more. StubHub's head of paid media and digital marketing, Lee Engel, also left the company last year; Jess Tassell joined as director of marketing in August. So even though a rebrand was rolled out last year, new team members could spell out strategy shifts.
Agency readers - as ever, the appointment of a new CMO is the number one indicator of impending agency shifts, so keep an eye on StubHub. Last year, StubHub named Omnicom's Starcom, LA to lead media buying and planning.
Sellers - StubHub has increased marketing spend over the past year across both digital and TV efforts (see breakdown below). This trend should continue throughout the year, and sellers should look for the most dollars around Q3-Q4, historically when StubHub's ad spend is the highest.
Media Spend: Kantar Media reports that StubHub spent $14.6 million on measured media through Q3 2016 - eclipsing total 2015 spend by almost $2 million.
National TV Spend: According to iSpot, StubHub spent $650,000 on national TV ads in Q1 2017. While this doesn't seem like much, note that StubHub spent $0 on TV spots during the same period a year ago. See chart for show targeting since Jan. 2016.
For full 2016, StubHub spent $13.5 million on national TV spots. These ads ran in three main flights in May, July and September. Compare this to 2015, when StubHub spent $8.8 million to air two national TV spots from September to November.
Digital Breakdown: Pathmatics reports that StubHub spent $4 million on digital display ads in Q1 2017 (621.7 million impressions). This is up from $170,000 spent during the same period last year (20 million impressions).
For Q1, StubHub's ads were: desktop (40%); online video (39%); mobile (14%); and mobile video (8%). See chart for impression sources and spend share. Top ad destinations this year have included youtube.com, ebay.com, rollingstone.com, iheart.com and billboard.com.
For full 2016, StubHub spent $10.2 million on digital display ads. Since the company has spent almost half of that in Q1 alone, I feel pretty confident saying that spend will continue to rise in the coming year.
San Francisco, CA 94105
Senior Marketing Manager - Audience Development