SS+K | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(212) 274-9500|
|Main Fax||(212) 274-9598|
|Mark K.||Co-Founder & Partner||NY|
Sample of Associated Brands
|Rob S.||Partner & Owner||NY|
|Kate R.||Partner & Chief Operating Officer||NY|
|***** & ********||Creative||unknown||present||***|
|**** & ******* ***** **********||AOR - public relations, public affairs||2001||present||******|
|****** *****, ***.||Creative||unknown||present||*|
|******* ** ******** ** *** ****** ****** ** ******||Creative||unknown||present||*|
|***** *** *****, ***.||creative||2006||present||********|
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Female Media Opps: Match.com launching product feature-focused campaigns every quarter in 2017 (Score 52)
"Having fixed that part of the product," he said, "we're now turning our attention to grow in the top of the funnel." While the product is the driver, he noted, it is backed "in many cases" by marketing spend. Generally, while marketing spend was down in Q1 2017, CFO Gary Swindler said that MG expects to "ramp" spend on a YOY basis for the balance of the year - and spend is expected to be up "meaningfully" YOY by Q4 2017.
For the Match.com brand, MG's 2017 strategy is to release a "cool, distinctive" new feature each quarter this year and build an "aggressive" marketing campaign around each one. To wit, the brand released the "Missed Connections" location-based feature in Q1 and launched a TV campaign supporting it a few weeks ago. Per Blatt, it's Match.com's first-ever campaign that is focused on a product feature (as opposed to branding work or ads featuring the brand as a whole).
Sellers should perk up here: Blatt highlighted and underlined the above statement, saying "Next quarter, there will be another feature backed by another campaign, then the nest quarter after that and then the next quarter after." Therefore, be sure you are reaching out to secure dollars around these Q2, Q3 and Q4 campaigns. And just to really drive the point home, he added each rollout would have "the most significant marketing spend in the entire category."
Top targeted shows and websites show that Match.com's target audience is female, particularly - wait for it - millennial women. However, this doesn't mean that male-focused sellers are completely shutout. Outside of the top five TV shows targeted this year (chart below), money is spent to air ads during male viewer-heavy shows such as "Impractical Jokers," "The Carbonaro Effect" and "American Dad." Additionally, 13% of this year's digital display spend has been allocated to gay.com, meaning LGBTQ+-focused sellers should be looking to secure revenue here, as well.
Agency readers - As of February, Match Group CMO Ayesha Gilarde has been on the job for two years (she was promoted from customer acquisition SVP). Given the company's shift in strategy and increased spend this year, she could be open to pitches that can assist with these differentiation, feature marketing and branding efforts. IPG's VAI due to our own self-imposed time constraints. But this news puts the brand back on our list with a score of
National TV Spend: So far in 2017, Match.com has spent $23.8 million on national TV spots this year. The money was spent to air 10 spots - five of which debuted for the first time in mid-April ($4.4 million has supported these five spots through May 16). See
For full 2016, Match.com spent $68.3 million on national TV spots. Sellers should note that this was spent evenly throughout the year, with a slight spike in Q3 (see chart).
Digital Breakdown: Pathmatics reports that Match.com has spent $713,000 on digital display ads so far this year (167.6 million impressions). The majority of these ads have been desktop ads (87%) and were placed either through Google AdX + AdSense (51%) or site direct (49%).
Top 2017 ad destinations include: suddenlink.net, gay.com, meetme.com, windstream.net and aol.com. This is down 76% from the same period last year, when $3 million was spent, but look for this spend to return to last year's levels as the year progresses.
For full 2016, Match.com spent $5.5 million on digital display ads (825.7 million impressions). Most of this spend was allocated to Q1 and Q4, and top sites included male-focused espn.com and mlb.com (42% of 2016's spend went to these two sites).
The Match Group
8300 Douglas Ave.
Dallas, TX 75225
Chief Marketing Officer – Match.com
Direct Dial: (214) 576-9352 ext. 8520
Director, Marketing - Offline Direct Response, TV & Radio
Direct Dial: (214) 576-9352 ext. 3005