Some brands are absolutely crushing it on Facebook. Coca-Cola, for instance, has more than 107 million likes on its Facebook page (that’s almost a third of the U.S. population!).
“The days of giving digital a pass is over. It’s time to grow up and it’s time for action.”
— Marc Pritchard, Chief Brand Officer at Procter & Gamble as reported by AdAge
The digital advertising industry has a transparency problem and one of the world’s biggest brands is calling for change.
In January 2017, P&G’s Chief Brand Officer, Marc Pritchard announced a 5-point program, essentially threatening to cut ties with all digital advertising agencies if they didn’t clean up their opaque practices. Pritchard’s plan called for agencies to address the issues of ad fraud, brand safety, and transparency.
Since his powerful speech at the Interactive Advertising Bureau's Annual Leadership Meeting, companies like L’Oreal, JPMorgan Chase, Audi, and McDonald’s have developed their own in-house advertising teams and placement algorithms.
But, those are major corporations. Smaller brands might not have the resources or time to completely restructure existing digital advertising strategies. Fortunately, there are ways you can take control of your brand’s ad intelligence for more transparency. Here’s how.
February 2018 saw a shake-up in spending and impressions by category. While Financial Services company LendingTree led in overall relative frequency of impressions across platforms, Grammarly, Inc., a writing enhancement platform, spent more across all platforms (desktop display and video, mobile display and video), with a spike in recent spending. In addition, Telecom gained traction in impressions across platforms.
See below for a look at the rankings and to download the February Top Advertisers Report in its entirety, click here.
What’s been called a “must-have in marketers’ and media publishers’ toolkit” by Think with Google?
There’s just one problem: It’s not a perfect science. And these imperfections result in some headaches for brands using programmatic. (Exhibit A: the industry’s crisis over ads appearing next to inappropriate content online.)
Today, some brands are wary that programmatic can create value for them. In fact, a recent survey of experienced ad buyers around the globe reveals there are three top concerns on the mind of brand advertisers in 2018.
The bad news: These are some serious problems.
The good news: Each has a solution when you use Pathmatics.
Competitive intelligence is a must for digital advertisers, but everyone has the same big problem:
Mining and analyzing competitive data can be extremely time consuming.
Fortunately, there are many tools you can use to get a leg up on your competition. Below are six solutions to take your brand’s competitive intelligence efforts to the next level. (Bonus: All of these tools offer a free version!)
It's easy to overlook ad copy when building new creatives. Sometimes we get so wrapped up in the design process that we disregard the message itself.
Facebook has completely changed the way we engage with friends and family, the way we manage events, and the way we interact with our favorite brands.
Low-cost digital ad creatives that produce impressions are key to successful advertising campaigns.
Your brand has a problem. The only question is whether or not you know it.
In the last year, brands have faced a slow-burning crisis as they’ve seen their ads appear on racist or inappropriate sites and next to offensive content.
Your brand may have experienced something similar. Or, it could be happening to you now and you don’t even know.