TEGNA, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
TEGNA, Inc. is a large media company with television and digital assets. TEGNA is headquartered in McLean, VA.
|Main Telephone||(703) 873-6600|
TEGNA, Inc. ContactsContacts (5/10)
|Gracia M.||President & Chief Executive Officer||VA|
Sample of Associated Brands
|Victoria H.||Chief Financial Officer||VA|
|Jack W.||President - TEGNA Digital||VA|
|Todd M.||Executive Vice President & Chief Legal & Administrative Officer||VA|
|Mark M.||Vice President, Information Technology||VA|
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H1 Media Opps: No. 282 Cars.com moves digital planning, buying to OMD
Subject: TV, digital, social media, programmatic,
Company: TEGNA (formerly Gannett)
Opportunity: Coinciding with the recent hire of CMO Colette LaForce (research OMD, which already handled traditional media. Sellers – Cars.com’s largely targets millennial males and tends to lean heavily on direct response. While planning historically takes place mid-summer, it wouldn’t be surprising if recommendations still haven’t been made yet because of the arrival of LaForce and this digital transition. Furthermore, display has shifted heavily to programmatic this year compared to 2014.
Creative agencies, keep pitching! Beyond all of the other favorable agency new business variables here, creative shifts often follow media shifts and vice versa. mcgarrybowen, creative AOR since 2012, or somewhere else.
Incumbent: San Diego-based Piston
Media Spend: Cars.com spent $59.6 million on measured media in 2014, according to Kantar Media. This is a 10.9% increase from 2013. The majority of this was allocated to broadcast ads (58.9%) and digital ads (38.9%). Cars.com tends to spend pretty evenly throughout the year, with Q4 receiving slightly more spend than the other three quarters. However, historically, the highest spend quarter has shifted (Q3 is usually, but not always, the slowest quarter).
Digital Breakdown: According to Moat, Cars.com has run 176 display ads on 6,530 publishers so far this year (5% mobile), 84% of which were placed programmatically instead of site direct. Top desktop and mobile ad destinations include desmoinesregister.com, dallasnews.com, king5.com, washingtonpost.com and bravotv.com. For the year, impressions have been bought mostly from ad networks like RadiumOne and Advertising.com. However, since August, around the time LaForce came on board, impressions have come more from exchanges, primarily AppNexus.
For the same period in 2014, 149 creatives were run on only 1000 publishers (5% mobile), 85% of which was placed site direct. 2014 ad destinations were similar and included eonline.com, bbc.com and yahoo.com.
TV Breakdown: iSpot reports that Cars.com has spent $23.5 million on national TV ads so far this year, up from $17.3 million during the same period in 2014. The most money has been spent to air ads on NBC, ESPN, Spike, Comedy Central and TNT during programming such as “The Voice,” “Cops,” “SportsCenter,” “NBA Basketball” and “MLB Baseball.”
175 W. Jackson Blvd.
Chicago, IL 60604
Chief Marketing Officer
Group Account Director, OMD, Chi
Associate Director – Digital, OMD, Chi
Direct Dial: (312) 324-7139
Media Analyst – OMD, Chi
Media Analyst – OMD, Chi