4 Actionable Insights from Winmo’s Scoops Group Winmo
Winmo’s Scoops Group, a private LinkedIn community created by CEO Dave Currie, offers actionable insights in four key areas—advertising spend increases identified via Adbeat data, high CMO turnover signaling agency review opportunities, and podcast advertising trends—providing timely sales leads and strategic intelligence for targeting national advertisers, brands, and agencies.
Almost a year ago, in the early days of quarantine, Winmo’s CEO, Dave Currie, created the Winmo Scoops Group. This private LinkedIn group provides sales leads and insights for anyone who targets national advertisers, brands, and their respective agencies. Over the last year, Dave added more authors to keep up with demand. Win More podcast host John Zaldonis, WinmoEdge pros Charlie Bell and Nathaniel Tangney, and Samantha Stallard contribute valuable insights from advertisers ramping up spending or making impactful internal changes.
While the group covers a wide range of information (the only qualification is that it needs to create opportunities to make money), several categories have naturally emerged. Here are four actionable insights categories from Winmo’s Scoops group, including real examples usually only available to members.
1. Spending scoops
Using the latest spend details from Adbeat available in Winmo, the team identifies spenders as they ramp up advertising. They outline which industries and advertisers are increasing their ad spend to accommodate new consumer realities. This is an opportunity to pivot focus and capitalize on new ad opportunities.
2. CMO scoops
CMOs have the highest turnover rate in the C-suite. In any economy, chief marketing officers must navigate ambiguity and financial limitations, and these stressors have only increased. According to a 2019 Forrester report, while this does not foretell an end to the CMO role, it does indicate a desperate fight for survival.
Shifts in the CMO position can indicate the initiation of an agency review and present a prime opportunity to pitch a brand’s incoming CMO. A Winmo study shows that on average, a new agency of record (AOR) is typically named 6-18 months after the CMO is hired. With such a short turnaround, it’s crucial to time new business outreach accordingly.
3. Podcast scoops
Findings from Edison Research’s latest report highlight the importance of podcast advertising in 2021:
- Podcast “super listeners” (Americans 18+ who listen to five or more hours of podcasts weekly) see podcasts as the best way to reach them, despite a perceived increase in ads.
- 49% of podcast super listeners agree that “Advertising on a podcast is the best way for a brand to reach you,” up from 37% in 2019.
- The percentage of listeners whose opinion of a company is more positive when they hear it mentioned on a podcast they regularly listen to increased from 44% in 2019 to 49% in 2020.
- 33% of super listeners say they pay more attention to host-read ads than other types of ads in podcasts.
- The average weekly podcast consumption among super listeners increased from 9.8 hours in the previous year to 10.5 hours.
4. Top 10 scoops
At least weekly, Charlie Bell chooses a category such as Home & Garden, Nonprofits, TV, CPG, or Software and breaks down the top 10 spenders. Each list includes the money invested (usually in digital advertising) and the number of impressions received.
Join the LinkedIn Scoops Group here.
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