Horizon Media, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
- Main Telephone
- (212) 220-5000
- Main Fax
- (212) 916-8685
Horizon Media, Inc. Contacts
|Bill K.||Founder, President & Chief Executive Officer||NY|
Sample of Associated Brands
|Stephen H.||Chief Marketing Officer||NY|
|Eric B.||Chief - WHERE||NY|
|Eileen B.||Chief Talent Officer & Executive Vice President||NY|
|Richard S.||Dean, Learning||NY|
|*&* ********||media buying & planning||1992||present||*******|
|**** *************||Media Buying, Media Planning||unknown||present||*******|
|*****.***||Media Buying, Media Planning||unknown||present||******|
|**** ****||Media Buying, Media Planning||unknown||present||*|
|*********||Media Buying, Media Planning||2016||present||*|
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Future Possibility Update: Peloton files for IPO, expands marketing team amid spend increases (Score 34)
Fitness company SGB Media reports that the IPO will start once the SEC completes its review.
When the IPO completes, Peloton will likely use its new funding to continue to increase marketing. (It'll have to continue to increase marketing to keep top-of-mind amid competitors like Flywheel, SoulCycle and NordicTrack.) We also expect to see furthered marketing increases since Peloton expanded its marketing team.
It promoted Alan Smith to acquisition marketing and global media director, effective May. When he joined Peloton in 2018 as senior media director, he brought experience as media strategy director at Verizon, media & communications strategy at Droga5 and chief digital officer at Media Assembly.
The company also hired senior brand manager Alana Quagliariello, former consumer marketer at Spotify (April); integrated media strategy manager Ariana Ramnani, former paid marketer at Square (June); and digital media activation manager Lindsay Quon, former programmatic strategist & buyer at EA (April). Please view positions Peloton is hoping to fill here.
These personnel shifts, along with the possibility of new funding, increase the chance that we'll see agency changes at this digital review.
Focus pitches on promoting the new offerings Peloton is releasing to help itself keep top-of-mind amid its competitors. For example, it just launched hired chief content officer Jennifer Cotter, as well as content SVP Kevin Chorlins, and plans to open a broadcast production facility in 2020 to help meet its goal of broadcasting 300 fitness shows per week..
We are likely to see marketing pushes for these new offerings, so sellers should reach out to remain top-of-mind for revenue. Then, look for revenue tied to the aforementioned spend increases. Know that Peloton typically holds planning conversations in Q1 and buying conversations in Q4. It has been expanding its female Gen-X and millennial demographic to include men.
iSpot reports a YTD national TV spend of $57.1m and about $1.4m of that has been dedicated to three new spots that began running 6/12 and 6/13. Spend in the same timeframe of 2018 totaled $50.7m, full 2018 spend totaled $98.6m and spend in 2017 totaled $60.8m. This year's ads have been placed primarily on male-focused sports shows (see chart right), but in previous years ads were also placed on female-focused programming like "Fixer Upper" and "Property Brothers."
Adbeat reports digital display over the last 12 months has totaled $1.4m, a hefty increase from the $300k spent during the 12 months prior. Ads are placed primarily via Google (44%), direct buy (31%) and Sharethrough (12%) onto sites like foodnetwork.com, theverge.com, greatist.com, ebay.com and spanishdict.com.
The company also typically uses outdoor, print and radio, according to Kantar. From 2017 to 2018, outdoor increased by $1.1m to $1.7m; print increased by $124,846 to $142,487; and radio increased by $39,828 to $150,312.