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Brand of the Week: Verizon

Jordan Hieshetter
Subscribe to our newest report -- The Brand of the Week!
 
It’s been a tough month for Google and YouTube as more and more brands are pulling ads from the world’s top video site amid controversy over creatives being placed next to extremist content. Johnson & Johnson, The Guardian, AT&T, and Verizon - to name a few - have all publicly stated that they will no longer be buying ads on YouTube. How serious is this for the publisher? 
 
For Johnson & Johnson, the brand has spent only $565K over the last twelve months on YouTube according to Pathmatics data, which won’t hurt the site’s $3B+ yearly revenue. Verizon, on the other hand, spent nearly $80M on YouTube across desktop, mobile, and video device-types over the last year. That level of spend makes Verizon the third top customer for YouTube - a customer that YouTube surely does not want to lose.
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Topics: Ad Strategy

Who Are the Top Advertisers in Travel? We Have the Answer

Jordan Hieshetter

January brings winter weather to many parts of the United States, and the desire to escape along with it—if the ad spending of travel companies is any indication. Firms in this sector spent more than $67 million from January 1-January 31, 2017 on digital advertising. Top brands like Carnival Cruise Lines, Expedia and Disney jockeyed for eyeballs and attention across desktop, mobile and video, both by spending directly with advertisers and indirectly with ad networks.

Who reigned supreme in the quest for consumer attention? We looked at proprietary Pathmatics data to find out the top advertisers for this period.

Read on to pull back the curtain on January 2017 media brand ad spend.

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Topics: Industry Trends

You're Invited: LA AdTech Mixer Hosted by Pathmatics

Jordan Hieshetter

“Fake news” undoubtedly has taken a toll on the industry recently, and brought the issue of programmatic buying to the forefront of advertisers’ minds with brands calling for transparency and accountability on behalf of the adtech community. In a rapidly changing and growing digital advertising ecosystem, it is crucial for brands, agencies, publishers, and adtech vendors to get on the same page in terms of expectations from each other, and move towards solutions to industry wide problems.

Whether you are on a brand team concerned about consolidating your partners or dumping more of your budget into social, an agency buyer dealing with fraud and arbitraged buys, a publisher trying to work with the best SSPs, or an adtech vendor attempting to demonstrate transparency to your clients - this topic impacts your business.

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Topics: Announcements

January's Top Digital Advertisers

Jordan Hieshetter


New Year, new taxes to file! In January, brands such as TurboTax and TaxACTbegan their digital campaigns to kick off tax season, each attacking separate device types to gain brand awareness. TurboTax invested the most on digital out of the tax sector, coming in as the top digital spender overall across desktop, mobile, desktop video, and mobile video. The gloves are officially off as tax software brands battle it out until early April. What’s even more interesting is the spend patterns we identified below from the top tax spender.

Feature films had a big month on digital, with blockbusters such as XXX: Return of Xander Cage Movie turning to display advertising to ramp up awareness (and ticket sales) for the premiere. If you weren’t at the movies, travel brands were looking to target you on mobile video, ramping up presence on the device-type. Over $858M was spent on digital by the top 500 advertisers across devices, see which advertisers were spending the most in our exclusive January Top Advertisers Report, and read on for the top highlights.

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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

Brand of the Week: Aflac

Jordan Hieshetter
Subscribe to our newest report -- The Brand of the Week!
 
Two recent events surely helped shape Aflac’s digital buying strategy over the last thirty days: The Grammy’s & Valentine’s Day. How do these two events even mix? Millennials most likely watched the former and celebrated the latter, even possibly with a proposal. In an effort to appeal to “lifestyle” heavy millennial consumers, Aflac ran many creatives using that very term. From marriage to music, if there is a way to capture the attention of a generation that has expressed anxieties about life and health insurance, Aflac is trying to find it. Here’s how they’re doing it.
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Topics: Ad Strategy

The Top 3 Insurance Creatives of 2016

Jordan Hieshetter
In an age where brands are competing fiercely across a multitude of digital device types for the attention of consumers, it is crucial for advertisers to choose their creative investments wisely. But, how do you choose between devices - desktop, desktop video, mobile, or mobile video? Or creative types - image, HTML5, in-banner or in-stream video, etc? The answers aren't easy, because it depends on where your audience is, and also where your competitors are.
 
We compiled the top creatives by spend from the insurance sector during 2016 to see how big spending brands like Progressive, Geico, and State Farm were investing their ad budgets. We also examined the sites the creatives ran on, and historical trends throughout the year. Use this data to power your own strategy, whether you’re in the Financial Services  category or not, to benchmark your own campaign spend and goal objectives. 
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Topics: Industry Trends

Who Are the 5 Top Media Ad Spenders? [Exclusive Data]

Jordan Hieshetter

Media companies have had a field day (or days) covering the chaos of the U.S. presidential election at the end of 2016, and its tumultuous aftermath. To capitalize, the media industry spent more than $92 million on digital advertising from January 1-January 30, 2017. And the spending wasn’t all by companies that cashed in on politics. After all, media is a broad category—and there’s new HBO shows to anticipate no matter what happens.

How do we know which media companies spent what? We used Pathmatics proprietary ad spend data—available when you try a demo—to identify media’s biggest spenders in January 2017. While most of the top five spenders had similar ad spending activities, CBS had its own unique strategy—which put the media company at the top of the industry for number of impressions. Yet, CBS was not the top spender. How’d the company do it?

Read on to pull back the curtain on January 2017 media brand ad spend.

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Topics: Industry Trends

Brand of the Week: Experian Consumer Services

Jordan Hieshetter
Subscribe to our newest report -- The Brand of the Week!
 
Looking to rent a new place, buy a car, or a home? Experian Consumer Services is looking for you online! The advertiser has ramped up their digital spend significantly in 2017, dropping just over $1M across display, mobile, and video in the past thirty days alone. During the same timeframe last year, Experian Consumer Services only spent $364K on digital. Where are they investing their increasing ad budget? See more insights from their digital strategy below, or download the full Brand of the Week report in its entirety here
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Topics: Ad Strategy

The Top Ad Types Used By Credit Reporting Companies

Jordan Hieshetter
 
The Financial Services category is typically a front-runner on digital in terms of spend. The enormous category encompasses everything from insurance and banking, to tax filing software and credit score monitoring. The niche verticals within the behemoth category represent individually competitive marketplaces, with every brand involved fighting for a piece of the revenue pie. As more and more consumers are managing their finances online, digital advertising has become a critical channel for brands to invest in.
 
Credit reporting companies, such as TransUnion, shell out serious digital ad dollars every year in an attempt to get your attention. Chances are, after filling out your credit information once, you will use that service again instead of repeating the process. As the credit reporting vertical gears up for their next big wave of spending - usually late Spring to early Summer - let’s take a look at the most popular ad types used by the top credit reporting companies. Here is a peak into the digital strategies of Credit Karma, Equifax, Experian Consumer Services, and TransUnion for 2016.
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Topics: Industry Trends, Ad Strategy

Digital Competitive Intelligence Report: Equifax vs. TransUnion

Jordan Hieshetter
We recently looked at digital trends amongst the top credit reporting companies during 2016, including Experian, Credit Karma, Equifax, and TransUnion. This extremely competitive market relies heavily on desktop/display advertising to get the attention of consumers in need of credit score information and monitoring. Equifax and TransUnion, two of the biggest contenders in the space, compete daily for share of wallet from their target audience. But how are they competing with their ad strategies?
 
Using Pathmaticsproprietary, real-time digital spend and impression data. We looked at the current advertising strategies for Equifax and TransUnion. This data, covering desktop, mobile, and video placements, uncovers how each brand is spending their digital budgets, the sites being targeted, and partner insights. Here’s a look at how their buying plans are stacking up so far in 2017.
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Topics: Industry Trends, Ad Strategy

About Pathmatics

Pathmatics delivers video, display, mobile, tablet, & native ad intelligence to the worlds largest advertisers, agencies, publishers and ad tech providers. The company’s patent-pending PathSource Technology details the entire ad path a creative takes during the serving process, including all intermediaries. Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI and other leading venture funds.

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