ADT Spends $100 Million On Marketing

Adweek reports that ADT spends $100 million per year on marketing for 6+ million customers. That is a huge sum for the security industry, though the company did $3.3 billion in revenue in its last fiscal year.

ADT's CMO emphasized the threat of cables and telco companies:

"The category is changing rapidly with Telcos and cable companies coming into the space. So we’ve got to make sure we’re relevant and we resonate with customers who are making a decision about protecting and connecting in their homes. That focus on being relevant has never been more important to the company."

And here's how they view the market:

Though they seem to be dreaming with their projections of future market expansion:

I am just sharing some stuff I found and throwing it out in case anyone has insights or comments.