Female Millennial Opps: Blue Nile ramps up ad spend amid DM shifts (Score 47)

Sales lead: Reach out to offer ad space & agency services. 

• Blue Nile (BN) lost its CMO, Charlie Severn, in October 2023.
• The company already replaced Severn with Amit Eldar.
• Eldar most recently served as new ventures VP of R2Net.

**We are unable to provide Eldar's contact information because he is not located in the US.**

Target demographic: Millennial women & gift-giving men

The company will likely:

• Continue increasing ad spend
• Try new ad channels
• Review the agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: BN spent around $2.8m on digital display ads YTD, a 27% increase from $2.2m spent in this channel during the same time period of 2022. 
• YTD data: 289.3m impressions via Facebook (40%), desktop video (33%), desktop display (13%), Instagram (11%), YouTube (2%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend equaled $3.7m in 2021 and $3.8m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as facebook.com, espn.com, instagram.com, foxnews.com, and theknot.com. It placed 2% of these ads through multiple indirect channels onto sites such as cnn.com, yahoo.com, 247sports.com, fandom.com, and makeupalley.com. 

Additional channel insights  

• Top podcasts sponsored: The Ben Shapiro Show, The Herd with Colin Cowherd, Stuff You Missed in History Class, and The Dan Le Batard Show with Stugotz.

Agency analysis:

• Opportunity: The recent DM shifts may lead to agency reviews, so get in touch now to be top-of-mind. 
• Current roster:
  • Quattro Direct: programmatic AOR
  • Spark Foundry: media buying & planning
  • In-house: creative