LendingTree | Company Profile, Marketing Contacts, Media Spend, Brands
Tree.com, Inc., headquartered in Charlotte, NC, is a marketplace providing consumers access to financial products and real estate businesses and professionals. The company offers consumers the resources to comparison shop loans, real estate, and other financial products from one location. Tree.com is the parent of several brands and businesses in the financial services and real estate industries including LendingTree, LendingTree Loanssm, GetSmart, Home Loan Center, RealEstate.com, LendingTree Autos, InsuranceTree, DegreeTree, and more.
|Main Telephone||(704) 541-5351|
|Main Fax||(704) 541-1824|
LendingTree ContactsContacts (5/29)
|Doug L.||Chairman, Chief Executive Officer & Director||NC|
Sample of Associated Brands
|Neil S.||Chief Revenue Officer||NC|
|Brad W.||Chief Marketing Officer||NC|
|Gabriel D.||Chief Financial Officer||CA|
|Nikul P.||Chief Operating Officer & Chief Product Officer||CA|
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LendingTree pulls creative in-house amid TV, digital spend increases (Score 61)
Subject: digital, TV, brand awareness, CRM, email marketing, social, search
Company: Winmo), a brand of Tree.com, is a marketplace providing consumers access to financial products and real estate businesses and professionals. LendingTree is headquartered in Charlotte, NC.
Opportunity: During the Q1 earnings call, LendingTree CEO Doug Lebda said that the company has “effectively brought [its] agency in-house.” The decision to handle production and creative in-house comes right at a year after LendingTree tapped WPP's here). Per Lebda, the in-house staff has saved LT money and is now “really, really good” at rapidly iterating ads. He added: “[O]bviously anytime we do TV, there’s going to be a bit of a lag effect on that, but we are going to do some more production this quarter as well.”
In addition to larger brand marketing that creates a “spillover” to all products, LT will continue to move around marketing dollars to where ever the biggest demand is, rather than allocate marketing budgets to certain channels.
So whether LT is focused on funding marketing for MyLendingTree in H2 (more below) or other “marketable events” (e.g. mortgage, home equity, auto, personal, credit card, small business and MyLendingTree, etc) throughout the year, those that can provide high ROI solutions that are tailored both to the brand and individual products should be reaching out now.
Keep in mind that LT has also increased national TV and digital spend (more below), so sellers should be reaching out for dollars in multiple channels throughout 2016. Read more about LT’s plans for some of its individual products below. Note that current media AOR Ocean Media has been on the account going on four years (over the average AOR tenure of two-and-a-half years). For this reason, LendingTree will remain on our Vulnerable Account Index at No. 261.
CMO Appointment: In Jan. 2016, LendingTree named Sam Yount as CMO (more here).
Credit Card Marketing: Lebda said LT has seen “successful growth” as a result of its paid marketing for its credit card. While LT markets credit cards across multiple paid channels, note that it also now has its own dedicated TV spots.
Auto Business Marketing: LT has added five lenders in Q1 and will be expanding into new marketing channels, including new radio spots set to debut in May.
MyLendingTree Marketing: Lebda pointed out that LT would expect to start paid marketing for the MyLendingTree service in H2. He also added that the company is looking to leverage the free credit score service more and more because it is free volume. This will involve two types of marketing: one that touts the free credit monitoring/report and one that will focus more on alerts and setting up and LendingTree account.
Media Spend: Per Kantar Media, LT spent $92.9 million on measured media spend in 2015. Over half of this was allocated to display ads ($50.03 million) and search ads ($26.5 million).
For 2015, iSpot reports that LT spent $28.9 million on national TV ads – up from $11.7 million in 2014. See charts for 2015 channel/show targeting.
Digital Breakdown: So far in 2016, the company has run 353 display and 589 high impact ads on 3,653 publishers (<1% mobile; 19% site direct versus programmatically). This is slightly higher than the same period 2015, when 255 display and 238 high impact ads were run on 2,540 publishers. Top 2016 ad destinations include: yahoo.com, loan.com, finweb.com and mortgage101.com.
Moat data indicates that LT ran 756 display ads on 4,310 publishers in 2015 (11% mobile). Top ad destinations included bankrate.com, msnbc.com, interest.com, equifax.com and cnbc.com (66% placed site direct versus programmatic). Additionally, 582 high impact ads were run and two video ads.
For comparison, in 2014 LT ran 727 display ads on 2,661 publishers (36% mobile). Ad destinations were essentially the same as 2015 and 56% were placed site direct. In 2014, 401 high impact ads were run, but no video ads.
11115 Rushmore Dr.
Charlotte, NC 28277
Chief Marketing Officer
(650) 425-9785 – Burlingame, Calif. Office
Senior Director, Marketing