A decade in, and the programmatic industry is still struggling with a number of long-standing issues around transparency. Years of brand safety concerns, outright fraud, and murky metrics have formed the foundations of an opaque system in need of an overhaul. Brands and consumers alike are pressing for change and greater clarity.
We are excited to announce the launch of an exclusive partnership with Kantar Media to power social advertising data into their suite of digital offerings. One of our goals has always been to promote transparency in digital advertising, and forging a relationship with one of the world's largest global media intelligence companies allows us to service even more marketers on a daily basis.
Social advertising data is crucial to the planning and execution of today’s media strategies. By incorporating this level of intelligence in your day-to-day, marketers are able to act and react more efficiently in the ever-changing digital landscape.
Did you know hidden programmatic advertising fees called “tech taxes” account for more than half of all programmatic spend? According to Warc, over $30 billion of the $63.4 billion spent on programmatic advertising went to technology vendors in 2017.
The lack of transparency in digital advertising has caused major brands to create their own in-house ad agencies. In fact, an Association of National Advertisers report shows that a full 35% of brands have brought programmatic in-house largely thanks to transparency concerns.
On top of that, Facebook, Google, Amazon and others are now competing to be the ad delivery platforms of the future, cutting into traditional agency lines of business. According to The Atlantic, 90% of the growth in digital advertising went to Facebook and Google alone in 2017.
While 24% doesn’t sound that significant, implementation is still an obstacle preventing brands from investing in an ad intelligence tool.
Think about it. What could be worse? You just spent all this money on a platform you thought would help your team build winning and effective campaigns, but nobody can figure out how to use it.
Now, maybe not all digital ad intelligence platforms are difficult to implement, but they still take time. And the longer it takes to learn a new solution, the longer it takes to see results.
Read on to learn why customer support matters when purchasing an ad intelligence tool, and how Pathmatics provides the world-class onboarding you need for easy implementation.
Summer 2018’s blockbusters have a common theme: each one builds on earlier franchises. The summer movie season, defined as the first Friday in May through Labor Day Weekend, is filled with characters most of us have seen before – whether animated, comic book hero, from a galaxy far away, or even…a dinosaur. And several of them also share a digital advertising strategy.
Read on to see how this summer’s top movies are advertising online with digital insights from each film’s ad strategy over time across device-types.
As a marketer or advertiser, creative campaign ideas keep you up at night. Other items occupying your mind: competitive messaging, targeting the right audience...the list goes on.
So you get why an ad intelligence tool like Pathmatics will transform your advertising operation.
The question is, though: How will you sell it to your executive team?
What pain points keep leadership up at night? According to research from Kapost, “To best appeal to them [C-level executives], make the ROI proof points of your technology easily digestible and undeniable.”
So, in the following post we’ve done just that. Read on for three key points to present to the C-suite to prove the impact of Pathmatics.
“We are thrilled to have William and Pushkar join the team at Pathmatics. They bring a deep understanding of strategic marketing, finance, data science, corporate development and analytics,” said Gabe Gottlieb, founder and CEO of Pathmatics. “As we grow the team globally and expand our relationships with agencies, advertisers and publishers we see this as the ideal time to expand our executive team to drive the next phase of growth for Pathmatics.”
Read on for more details from our recent press release.
Welcome to Pathmatics! It’s time to gain some transparency into the world of digital advertising.
When you first start using any new technology, it can be overwhelming. At Pathmatics, we’re aware of that—and we’re here to walk you through the six simple steps to getting started with our tool.
Here’s how to get started with Pathmatics’ key functionalities. In no time, you’ll be making smarter decisions about your digital advertising strategy.
This is good news if you’re a digital advertiser.
Think about it. Social networks make it possible for brands to connect with billions of consumers around the world.
But there’s one problem with having such a large audience. How are you supposed to measure the effectiveness of your campaigns?
That’s where Pathmatics comes in.
Read on to learn about Pathmatics social capabilities and how you can use these features to improve your social media advertising plan.
Automaker MINI, 100th on the list of top 500 advertisers, runs digital ads for several of its auto models. In the 12 months leading up to April 15, 2018, MINI spent over $4M on digital ads, releasing 746 new creatives.
Here's a look under the hood at MINI's overall digital strategy, and how it compares to competitors like Subaru, Fiat, and Honda Fit.
Subscribe to the Brand Spotlight emails!
Wasting ad dollars is a top concern for today's brand and agency buyers. Join us this Tuesday, July 10th at 11am EST for a discussion on how digital advertising intelligence can bring visibility into your own ad buys and those of your competitors.
This type of intelligence empowers you to make the most informed, data-driven decisions for your company or client.
Facebook has been a fixture in the news since the last presidential election, with CEO Mark Zuckerberg appearing in front of Congress in Fall 2017 to answer questions regarding the flourishing of fake news and selling ads to Russian propaganda-ists.
It’s fair to say the social media giant isn’t having the smoothest year. Read on to see how Facebook is responding online with digital insights from their ad strategy over time.
As trade deals heat up and free agency kicks off this weekend (Hi, Lebron!), the National Basketball Association (NBA) is back in the press. Last month, while gearing up for Finals, the brand appeared as number 27 on the Pathmatics' Top 500 US advertiser list (data pulled June 4, 2018). The day before Finals started on May 31, 2018, the NBA ran a YouTube takeover promoting games lasting potentially until June 17, 2018.
Kicking off May of 2018, the Retail category dominated by relative frequency of impressions across display, mobile, social, and video digital advertising channels. Big ad spenders like WalMart, Target, Wish.com, and Amazon led the charge targeting top sites like Facebook and YouTube.
Almost 65% of digital ad spend for the Retail category in May was invested in social advertising. Chances are, if you are a Facebook user, you came across an ad for WalMart, Target, or Wish.com.
The Financial Services category followed, spending 54% of total monthly budget on desktop display and only 18% on social –which illustrates an entirely unique strategy and target community from the Retail category.
While Retail garnered 19.8 B relative impressions in May 2018, Financial Services wasn’t far behind with 17.7 B.
With the arrival of summer, the online floral market is in full bloom.
The Bouqs Company is an online flower retailer that ships product directly from farm to consumer. After planting their first seed in 2012, the flower deliver startup has over $43 million in funding, and built a network of 100 farm partners in the U.S., Ecuador and Colombia.
“Building a strong community around your business gives you the opportunity to learn and grow from customer, partner and investor insights,” Tabis said in an interview with YEC (Young Entrepreneur Council). “The result: A strong, stable brand that breeds loyal consumers and consistently attracts new ones.”
As Bouqs continues to bloom into a top online flower retailer, let’s look into their digital advertising strategy, and find out just how community plays a defining role in The Bouqs Company.
Face it, the ad industry is flooded with sub-par data. We all know it.
We’ll come right out and say it:
We’re making the case that you should buy ad intelligence software. We sell ad intelligence software, so we’re not going to pretend we’re impartial. Or trick you into reading an “unbiased” argument for ad intelligence software.
We’re really, really biased towards ad intelligence software. So biased that we’ve spent 8+ years to build the best ad intelligence software available today. We know ad intelligence software like ours can supercharge your paid advertising.
That’s why we don’t need tricks or gimmicks or subterfuge to make the case.
All we have are facts.
And the fact is, ad intelligence software will make you a whole lot of money.
According to Crayon’s 2018 State of Market Intelligence Report, 79% of respondents say gathering competitive intelligence in a timely manner is critical for success.
Advertisers rely on digital ad intelligence solutions to serve up the timely data they need. That said, learning and implementing a new solution into daily operations takes time. And oftentimes, teams resist new technologies in favor of traditional (or more comfortable) methods.
So, how can you ensure your team will adopt a new ad intelligence tool?
Find a solution that is easy to use, and has obvious, immediate impact—like Pathmatics. The quicker you can learn your tool, the faster you can gather intel you need to see results.
Below, we explain four reasons why Pathmatics is easy to use.
That’s a problem. To remain competitive, you need solutions that are easy to use, but also delivers results. Sounds like a lot of professionals aren’t getting them.
Luckily, Pathmatics is both simple to implement and cost-effective to use. The result? You won’t be in the 97% of marketers who don’t see the full value of this solution. Here’s why.
Technology is a mission-critical piece of any modern marketing strategy. Based on the State of Marketing Technology report released by WalkerSands, 88% of respondents said they use at least one marketing technology (martech) tool on a “regular basis.”
So, if you’re in the market for an ad intelligence solution, how do you know which one is right for you? And because not all ad solutions are created the same, how do you know you’re selecting the right one?
In the case of Pathmatics, there are three reasons brands buy it.
Gathering competitive research takes time; it often requires hours of analysis and consistent monitoring to gain a holistic understanding of a competing strategy. This includes examination of a brand’s website, blog, social channels, news coverage, and much more.
Face it: We don’t usually like change.
Even driven pros don't usually jump at the chance to learn new software or integrate it into their work. After all, most people are way too busy with what's already on their plate. They're not actively seeking out new tools and tactics to improve their work. They're just trying to stay afloat.
In 2017 digital advertising spend reached $209 billion, according to research from Salesforce. That’s a lot of budget. But it’s also going to a lot of places. Desktop, mobile, video, social media. In 2018, a full 66% of digital ad spend will go to Google search, YouTube, Facebook and Instagram, the company found.
Data in digital advertising is everywhere. According to Salesforce’s Digital Advertising 2020 report, almost half of all advertisers in North America plan to increase their use of third-party data by 2019.
Not all digital ad solutions are created equal. So how do we know what tools to look for?
Advertisers and marketers rely on digital ad solutions to evaluate campaigns and plan for the future. Whether it’s benchmarking creatives or uncovering online ad paths, these solutions provide the data needed to adjust strategies in real-time and react to competitors.
In this post, we will explain why all digital advertising solutions are not the same and help you determine which tools you need to fuel your own digital strategy.
Digital ad spend is expected to reach $129.23 billion by 2021, says eMarketer. To stay competitive in the growing world of digital advertising, brands must use every resource at their disposal—especially ad intelligence.
Pathmatics provides brands with data and insights they need to inform, improve, and optimize brand strategy. Whether you’re an agency, advertiser, publisher, or ad tech company, our ad intelligence platform will supply you with the unique, actionable insights that deliver results.
Here’s why Pathmatics makes the most sense for your ad intelligence solution.
Buying an ad intelligence solution is a smart decision for brands looking to take their digital advertising strategy to the next level. Ad intelligence solutions improve transparency, inform advertising strategy, and provide actionable insights into spend and performance.
That said, failing to choose the right platform can result in a big investment wasted.
Whether you’re searching for a program to benchmark your campaigns, or spy on your competitors, avoid these mistakes when choosing an ad solution.
Kicking off the first quarter of 2018, the Financial Services category continued to dominate by relative frequency of impressions across display, mobile, and video digital advertising channels. You probably came across an ad for LendingTree, Geico, TurboTax, and H&R Block on sites like AOL, YouTube, and MSN.
The Financial Services category spent over $582.7M across platforms for the quarter, with the Retail category following at $485M across platforms. Retail looked to desktop display and video as the biggest parts of their advertising campaigns while Financial Services advertisers focused on display.
Do you know the paths your online ads take to reach your consumers? If not, you could be losing money.
Advertisers lost an estimated $7.4 billion to ad fraud in 2016, according to Forrester. This multi-billion-dollar scam happens when agencies, platforms, and buyers dupe brands into paying for useless online advertisements. Whether it’s reporting fake bot traffic numbers or ineffective ad placement, transparency in digital advertising has become a real issue.
To keep your brand from losing money to ad fraud, you need to know how and where your online ads are reaching the consumer. Here’s why.
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!).
Starbucks has more than 37 million likes, and Nike has more than 30 million too.
And for these brands it’s not just about likes. They are also building an engaged, invested community of advocates.
So, how can your brand follow suit and start getting more out of Facebook?
Obviously, you’re probably not going to see 30 million likes overnight; however, there are tactics to elevate your presence with the right audience, and hopefully win over your next consumer using Facebook.
“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.
It’s no secret; the digital advertising industry has a transparency problem.
In March of 2017, The Guardian pulled all digital advertising from Google and YouTube after discovering their ads had been placed next to extremist content.
Just six days later, AT&T and Verizon suspended online advertising campaigns after realizing their ads had been placed before hate videos on YouTube. And on top of that, Procter & Gamble reportedly cut their digital ad spend by $200 million in 2017, following brand safety concerns surrounding questionable placement practices.
It’s no wonder that big brands are revisiting their strategies, and pressuring platforms and agencies alike to improve transparency in online advertising. Read on to discover the pitfalls your brand faces with transparency in programmatic—and how Pathmatics can increase visibility into how your ads are placed.
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.
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.
The National Rifle Association (NRA) boosted its paid digital advertising in the wake of the February 14th shooting at Marjory Stoneman Douglas High School in Parkland, Fla, as reported in the Chicago Tribune with Pathmatics data, as well as here, here, and here. We thought we'd add some additional observations and data to the story.
Competitive intelligence is the process of gathering and analyzing information about opposition brands. This actionable intel is what helps industry leaders make educated business decisions.
For digital advertisers, competitive intelligence is data. Data on what brands are doing online, who they’re targeting, and how they’re advertising.
It’s this competitor insight that makes it possible for brands to anticipate challenges, identify opportunities, and improve campaigns. Whether it’s data needed to analyze a competitors audience or insight into an opposing campaign, competitive intelligence can give top advertisers a massive edge. Here’s how.
Can you guess how much Apple spends on the advertisements you see before you watch a YouTube video on your phone? An average of $2.7 million a month in 2017. Do you know how we know this? Because our ad intelligence platform tracks ad spend on mobile video devices for not just Apple, but thousands of other brands. And Pathmatics also tracks spending for desktop video, desktop display, mobile display, and Facebook.
Your brand may be missing a key piece of information on your competitors:
Their Facebook advertising spend.
Facebook made more than $40 billion in 2017 serving ads to more than two billion users. The social network allows you to laser-target ads to specific demographics. This makes Facebook rich territory for brands trying to get their message out.
No wonder Facebook advertising is popular with both B2B and B2C brands. If you're not using it, you should be. And your competitors might be doing so already.
That's where Facebook advertising intelligence comes in.
Your budget is the biggest driving force behind your digital advertising efforts. It’s the first question you will be asked by any vendor, and a key reporting metric that you have to back-up with data and results.
But, how do you craft the most impactful ad budget to align with your goals?
With the New Year, comes the return of Tax Season! While the Financial Services category is a continual leader on digital by spend and impressions, a few of its top brands have re-surfaced to get your attention. Both TurboTax and H&R Block made a resolution to target consumers online before W2’s hit your mailbox by breaking the top fifteen advertiser rankings by spend across device-types. For online tax filing companies, the yearly battle is just beginning.
Are you confident that your advertising plan will make an impact? With more noise than ever before online, it’s critical to serve up ads that differentiate in the right place at the right time.
Competitive intelligence is a crucial part of evaluating your own digital ad strategy and planning for the future. How else can you benchmark your campaigns to understand what true success means for your vertical?
Let's face it. Your competitors are already spying on your digital advertising strategy. How are you going to fight back in an ever increasing competitive space? As the world of digital continues to be complex and murky, you need tools that help you find transparency amongst the landscape.
The advertising industry hit more than $15 billion in spending in 2017, according to Pathmatics data. Apple cracked the top 10 advertisers list and evolving, cutting-edge platforms quickly became the new norm.
Not sure which trends you should be paying attention to? We took a look at Pathmatics data over the past year and decoded need-to-know lessons learned from 2017.
You did it. You’re finally in the club and have access to all the valuable advertising data and insights Pathmatics has to offer.
But, what’s next? What can you expect after you sign up? In this post we highlight everything you’ll experience after you’ve joined.
Closing out the final quarter of 2017, the Financial Services category continued to dominate by relative frequency across display, mobile, and video digital advertising channels. Big ad spenders like LendingTree, Geico, Progressive, and Capital One led the charge targeting top sites like eBay, YouTube, and AOL. The Computers & Consumer Electronics category followed, looking to desktop and mobile video as the biggest part of their advertising campaigns while FinServ advertisers focused on display.
To use ad intelligence or not use ad intelligence, how does this affect you and your day-to-day? You’ve launched your campaign, but how can you refine your direct and programmatic strategy to be more successful?
Today's marketers need to be agile and informed to stay ahead of the pack. Taking on another data source to understand digital trends and see which brands are advertising where requires time. But, a digital solution offers transparent way to streamline your competitive research and campaign reporting.
It’s a valid question: What are the advantages of Pathmatics, a digital advertising intelligence tool?
We know what you’re really asking: Why should you pay for Pathmatics? Isn’t your digital advertising doing just fine?
If you're seeing solid returns from your digital advertising, this may not be for you.
But if you see the need for improvement, you should keep reading. Because there are several ways Pathmatics produces real ad spend ROI for brands.
In this short article, we dive into these unique advantages that you can only get with Pathmatics. We'll also talk about why each one will help your brand excel in digital advertising.
Whether it’s to build creative campaigns or spy on competitors, more and more brands are taking advantage of ad intelligence platforms to build smarter strategies. If you’re new to the market, finding a suitable platform can sometimes feel overwhelming.
That’s where we come in. In this post, we highlight key features you should expect from your ad intelligence platform.
As the race to the holidays heated up during December 2017, brands from the Computers & Consumer Electronics Category began ramping up ad spend. While the Financial Services Category continued to lead overall by relative frequency across display, mobile, and video advertising channels, the tech companies weren’t far behind.
Between Google, Apple, and Samsung, chances are you came across an ad from one of the electronics giants during your holiday shopping in December.
Ad intelligence software can tell you exactly how your competitors spend their advertising budget. But knowing what campaigns they spend their ad budgets on is equally important.
Some ad intelligence solutions provide data on budgets and sites where brands advertise. But not a lot of them show you exactly what creatives they’re investing in.
This is a major ad intelligence blind spot.
Brands need information on individual creatives. Without it, you miss out on opportunities to boost digital ad ROI. In fact, there are five big reasons why having data on creatives is essential in any ad intel solution.
Ad intelligence tools have the potential to give you data on ad spend for thousands of brands. But do you really need more data—or do you need the right data?
We're guessing it's the second option. After all, more data isn't the problem. Advertisers and marketers are drowning in information. A full 90% of all the world's data in existence was created in the last couple years.
That's why, if you choose an ad intelligence tool, you don't want one that bombards you with as much data as possible. You want one that provides the most relevant, actionable, and profitable data possible.
In fact, there are three types of data that your ad intelligence tool must provide. If a prospective solution can't give you these insights, it's time to look elsewhere.
It’s a New Year and with it comes new resolutions. At least, for the first couple months of 2018. Then it’s back to the usual habits and activities.
Don’t let your brand make the same mistake that your well-intentioned friends might. Make 2018 the year of lasting change when it comes to digital advertising. One easy way to form some healthy new ad habits—and break some bad old ones—is by leveraging some new or underused features in Pathmatics.
For agency and brand advertisers alike, the goal is always to create compelling, successful digital campaigns that reach your target audience.
But, how do you build the most effective ad campaigns?
Even traditional brick-and-mortar retailers have accepted that consumers take to the internet before making a purchase.
Curious to see if a competitor has a better price? Google it. Looking for a similar product in a different color? Once again, Google has the answer.
It’s no wonder that text ads are a staple in any marketing strategy. In fact, it’s critical to make your brand available when consumers are searching for it.
If you need a quick refresher on text ads, below is a sample ad that appears when searching for “athletic wear.”
While text ads are necessary, you can take your advertising strategy to the next level with display advertising.
Display ads are the branded banners and sidebar placements you see on almost every website. Below is a sample display ad currently running on Amazon.
Display ads are more visually appealing than text ads, and appear when and where your buyer is already reading or shopping. Interested? Read on for more information on why display ads work and a few best practices to get you started.
According to Recode, advertisers spent $209 billion on digital advertising worldwide in 2017 (that’s 41% of the market!).
So, the question is: Where are brands allocating the most digital budget? Which sites are reaping the most profits? We analyzed Pathmatics data to feature three of the most popular websites for digital advertising in 2017 (from January 1, 2017 - December 26, 2017, to be exact).
If you have any resolutions for your 2018 campaigns, one should be to avoid common digital ad mistakes. Starting a New Year off fresh and inventive on the creative front is always a tall order, so we’ve scoped out some of the best practices to keep in mind while you’re planning.
Here’s a look at some very scary—and very real—ad mistakes that we see brands make all the time.
What does your holiday and New Year budget look like?
AdAge reported that, for the first time in 2016, digital advertising surpassed TV with $72 billion in revenue. It’s no surprise that a majority of that ad spend occurred during the holiday season—the most wonderful time of the year for retailers indeed.
So, the question is, how much would a brand actually need to spend on holiday advertising to compete with the season’s biggest spenders?
Thanks to digital ad intelligence, we analyzed budgets of three of the top digital ad spenders in their respective industries. Read on for data and insights from the 2016 holiday season (Nov. 1 – Jan. 1) and take notes from last year’s dominant spenders.
Top brands used advertising in 2017 to inform, entertain, educate, inspire, and of course, sell in new and inventive ways. After all, advertisers are up against more noise than ever, and consumers have the power to pay attention or click away.
The result? Many creative, impactful advertising campaigns.
There were a few ads that truly stood out to us in 2017. Below, we’ve featured five of our favorite video ads. (Keep in mind: This is just our shortlist of favorites. The list of thoughtful ads from 2017 goes on.) Regardless, if you’re looking for a bit of inspiration or a new direction for your 2018 advertising, we suggest starting here.
Over the course of Q3, the top 500 advertisers spent upwards of $3.3 billion on digital advertising across all devices. That’s an increase of more than a half million dollars as compared to Q2 spend.
Interested to see which advertisers and industries are upping the ante?
We recently released the Q3 Top Advertisers Report, featuring top digital spenders across desktop, mobile, and video—all compiled using the Pathmatics data. In addition to quarterly highlights, here’s what you can expect in the report:
- Q3’s Top Display Advertisers
- Q3’s Top Mobile Spenders
- Q3’s Top Desktop Video Spenders
The Pathmatics team compiled this report so that, as advertisers and publishers, you can craft more informed, data-driven strategies heading into the New Year.
You can download the report here or read on for key highlights and takeaways.
Each and every one of your brand’s marketing campaigns are unique, thoughtful and intentional. So, why not ensure your advertising strategy follows suit?
Using native ad intelligence, you can conduct more agile advertising powered by analytics and historical data. With detailed insight into the performance of previous campaigns, as well as competitor campaigns, advertisers can continue to evolve and develop more sophisticated strategies.
After all, the most successful advertisers are also the most agile. That being said, below are five creative ways to apply ad intelligence insights to your next campaign.
Most advertisers have annual planning on the brain.
Some have already wrapped up shiny, new 2018 advertising strategies, while others are still busy mapping out creative ideas.
Regardless, we used Pathmatics’ digital ad intelligence to analyze year-over-year data and identify growing trends. Below are four key ones to keep an eye on in 2018, and potentially integrate into your own strategy.
Pathmatics ad intelligence software provides users with reams of information on how brands advertise online across desktop, mobile, and video channels. If you’re just getting started with the software, there is a lot of data to familiarize yourself with. But once you feel comfortable with the platform, the real fun begins.
To start, you’ll want to benchmark some important data points. By benchmark, we mean you’ll want to determine and document a few key metrics using the software. Once you do, you can begin to formulate strategy using the information Pathmatics provides. Here’s how to begin benchmarking your data.
Planning an advertising budget is a double-edged sword.
It’s both an empowering job and a crushing responsibility. When possible, ensure that your budget allocation is supported by performance-based metrics and historical data. Luckily, you can use ad intelligence to discover what’s working and what’s not.
But sometimes—to truly growth hack your program—you might need to take intelligent risks.
Below are seven tips to reinvent your ad strategy in 2018, and take your ad program to new heights in the New Year.
Did you know that, for the first time ever, desktop and mobile ad revenue exceeded TV spend in 2016?
So, you might be wondering, how are the highest spenders making the most of a hefty ad budget? Thanks to native ad intelligence, our team was able to identify trends and behavior of top advertisers over the course of Q3.
Starting with budget, Samsung and Procter & Gamble spent far more than other brands (roughly $80 million and $59 million, respectively). These two ad giants were followed by Hulu ($39 million), Geico ($36 million), and PepsiCo, Inc. ($35 million).
To uncover trends and commonalities across these leading spenders, we did an analysis of each advertiser profile using Pathmatics. (If you’re not familiar, an advertiser profile includes top creatives, daily spend and impressions, top sites, site spend share, and more.)
Read on for the top lessons you can apply to your 2018 ad plan.
Our team is excited to officially announce the availability of social ad tracking in our platform. The new reporting, powered by data continuously collected from an opt-in panel of mobile users, provides Facebook ad intelligence for the U.S., with other social networks and regions to follow in 2018.
The addition of paid social to Pathmatics’ digital advertising coverage provides brands and agencies with a broad cross-channel perspective on competitive campaigns, spend, and targeting. The ad archive dates to December 2016 and is updated daily. To learn more about our social ad intelligence, contact our team.
From online booking sites, to airlines, hotel companies, and all of the cruise lines in between, the travel category is a major contender in the digital advertising space. As the category becomes more competitive and crowded with the emergence of new brands and forms of direct booking, digital ad spend continues to climb. By 2020, eMarketer estimates that the category’s digital advertising spend will rise to $8.28 billion, up from an estimated $5.69 billion in 2016.
How are travel advertisers buying across digital? We have the answers.
With Pathmatics ad intelligence software’s proprietary data, we can see exactly how hundreds of brands spend their ad budgets over any given timeframe. This data can also be broken down by channel. A quick analysis of Q3 2017 data showed that mobile advertising is growing in importance. And according to research analyzed by Smart Insights, mobile ad spending is projected to grow by more than 20% in 2017 over the previous year.
We wanted to see how this trend is taking shape as the year progresses. To that end, we’ve broken down key insights from Q3 2017 across mobile display and mobile video channels to see which brands are succeeding on mobile.
In Q3, Samsung spent more than any other brand, followed by Procter & Gamble, Hulu, Geico and PepsiCo, Inc.
That represents millions in ad spend combined. So, how did these advertising giants approach their creative strategies in the third quarter? Using native ad intelligence, we rounded up the top creatives (by both spend and impressions) from the top five brands.
Bonus: Each analysis also includes a lesson learned to apply to your own ad strategy.
When it comes to top advertisers in Q3 2017, proprietary data from Pathmatics reveals some interesting insights.
Similar to Q2, the financial services industry still holds the reigning spot as highest ad spender, once again followed by computers and consumer electronics. However—coming in third—retail spend exceeded that of food and drink and media in Q3. We expect to see retail up its budget as we head into the holiday season.
In comparing brands across all trades, Samsung surpassed both Procter & Gamble and Geico to take the lead as top direct spender in Q3. And, in an ongoing trend, we continued to see most advertisers buy direct deals over programmatic advertising (80%).
Read on for highlights of Q3’s advertisers with the biggest ad budgets.
Your brand is different from the competition. You sell better products and services. You have more talented people. And you’re truly committed to serving your customers. The only problem is: Prospects don’t always know that.
You have to educate them on why your brand isn’t like the others selling in your space. But to do that, you need to get your message across more effectively than the competition does. After all, if the only advertisement a prospect sees is for your top competitor, it doesn’t matter how much better you are—they don’t know who you are or why you exist.
The first—and most important—step to countering the competition’s message is understanding which sites they advertise on. To do this, you’ll need an ad intelligence solution. Ad intelligence solutions like Pathmatics use proprietary data to track where and how brands spend on digital ads, and the impressions they receive. This data, in turn, provides a competitive advantage to brands serious about maximizing their return on ad spend.
Here are four reasons you’ll want to learn what sites your competition advertises on as soon as possible.
You might be prepped with intriguing brand messaging, well-designed creatives, and an intentional ad strategy. But, are you satisfied with reach?
The only way to make an impact is to be seen—on the right channel by the right audience. The good news is, you don’t necessarily need to flip your entire ad strategy; maybe it just needs tweaking to boost impressions.
In this post, we’ve included three quick tips to increase desktop impressions for your next campaign.
Black Friday is upon us, and consumers are more than accustomed to the annual retail takeover.
But, as advertisers trying to differentiate, do you have the competitive knowledge and know-how to stand apart during the holiday season—beyond Black Friday?
Below, we used Pathmatics to analyze ad spend in the lead up to the big day (note that we pulled 2016 data so we could provide a full analysis for the month of November).
At the end of the day, ad intelligence software should help your brand sell more. After all, aren’t more sales what effective advertising ultimately leads to? Here are four ways to achieve that goal using an ad intelligence solution.
Why do some advertising campaigns go viral while others fall flat? Some ads are so powerful that they stick with us for years to come; they sometimes shift our opinion about a product, or even create lifelong brand advocates.
A good example is Dove’s “Campaign for Real Beauty.” The Huffington Post called it ”...one of modern marketing’s most talked-about success stories.” Dove used the campaign to change the conversation around female beauty, and won over the appreciation of women nationwide.
But, creating an iconic campaign like this one doesn’t always happen overnight. It takes a dynamic, agile approach to advertising strategy.
So, how can you shake things up with your next campaign? Maybe it’s time to experiment with your traditional methodology, and test drive these five ad strategies.
Advertising intelligence is pricey. But without it, how can you guarantee you’re maximizing your budget? The truth is, you can’t. Competitive ad intelligence provides transparency into the most effective budget allocation, by providing detailed data on the spend and impressions of you and your competitors.
So how do you calculate the potential cost savings before committing? There are four clear ways to measure the software’s ROI. Continue reading to calculate your potential ROI based on these factors.
Thanks to advances in artificial intelligence, programmatic advertising takes guessing out of the equation and creates a smarter (automated) path to ad purchasing. Businesses everywhere are taking advantage; in fact, eMarketer estimates that programmatic display spending will hit roughly $33 billion in 2017.
But, to truly create a successful ad campaign, it takes more than winning the bid for ad space. Agile ad strategies are informed by real-time performance data, as compared to previous campaigns and your competitors.
Luckily, there are ad intelligence tools available to help you do just that (without the hours and hours of manual data pull).
That’s where Pathmatics comes in.
Pathmatics provides unique insights that deliver a proven competitive edge to brands, agencies, adtech companies, and publishers. If you’re new to Pathmatics, below we’ve included an inside look at key features of the platform.
Ad budget allocation is a lot like the classic Choose Your Own Adventure books. One wrong turn could end in complete disaster. But, with the right strategy and approach, you could take a very profitable, enjoyable journey.
So, how will you (or your team) allocate advertising budget effectively in 2018? Below are five steps to create an intentional, performance-driven ad budget.
Sometimes, there just isn’t any more money left for your programmatic budget. No matter how successful a campaign or how important the strategy, you may encounter a hard stop on the amount you can secure for your advertising efforts.
When that happens, it’s time to do more with less. And one way to get a ton more value out of your existing ad budget is by using ad intelligence software in four creative—and money-stretching—ways.
You hear a lot about the benefits of ad intelligence software. But many brand managers have trouble seeing exactly how an ad intelligence solution fits into their brand strategy.
This post is here to help. It walks you through three top ways brands get the most value out of an ad intelligence solution like Pathmatics.
The world’s leading brands are spending millions each month to reach their audience with clever, targeted messages. Between July 29 and August 27, Samsung spent more than $35 million on digital advertising and realized upwards of two billion impressions.
But, for any business, ad budget is limited. So the real question becomes: how can you maximize return on ad spend and make the most of every placement?
Using digital advertising intelligence from Pathmatics, you can execute more agile advertising strategies informed by real-time trends and data.
For example, which brands pose a threat to your product or service? Which competing ads are making an impact on your buyer? Is your biggest competitor doubling or tripling your impressions?
Dive deeper into their advertising data and discover where you could be missing the mark (or the opportunity). Below are four key insights you should be monitoring in Pathmatics to constantly evolve your strategy.
Data is like water for forward-thinking companies: it keeps them alive, allowing them to outsmart the competition and seize opportunities.
But what happens when you’re drowning in it?
Ad intelligence platforms provide tons of useful data. But many don’t offer sensible functionality to help you make sense of all the information provided by the platform.
Data that’s poorly organized, confusing or hard to analyze is virtually useless.
That’s why Pathmatics built a Custom Alerts feature into its platform. This feature makes it possible to receive alerts about activity from specific advertisers, websites and ad networks in real-time. This makes it much more intuitive to parse through our data on 64,000 advertisers, 27,000 publishers, 700+ ad services and 32 million creatives.
This post breaks down how Custom Alerts make your data more accessible and useful.
Having access to the best competitive intelligence tools is crucial to your success in the advertising world. Why? Because even if you don’t have this software, your competition probably does, and they’re watching your every move.
How can you even hope to stay competitive when your competition is learning from your mistakes and making more strategic decisions based on your slip-ups. How can you compete when you have nothing to benchmark your success against, while the competition is using your strategy as an example of what to do or what not to do?
You need competitive intelligence. You just do. But it’s a big market out there with what feels like a million different options. Here are some of your options if you’re ready to jump on the bandwagon.
Pathmatics gives brand managers a massive amount of data right at their fingertips. But volume of data isn’t enough. It must be used sensibly if you want to improve your digital advertising strategy.
The rise of automated ad buying over the past few years has created a more complex, less transparent advertising industry that leaves brand managers with unanswered questions like, “Am I spending my budget efficiently?” or “Where is my budget really going?”
It also leaves us questioning what our competitors are doing, and where the industry is headed. With such a lack of transparency, it’s hard to know how effective or competitive your ad spend strategies really are.
Pathmatics cuts through the confusion with ad intelligence software powerful enough to not only identify where brands are spending, but also piece together the path each ad took before it was delivered to the audience. For the sake of a more transparent digital advertising world, we wanted to share this proprietary data with you.
Here are some of our top insights on the state of digital in 2017, based on H1 data.
Pathmatics gives brand managers a massive amount of data right at their fingertips. But volume of data isn’t enough. It must be used sensibly if you want to improve your digital advertising strategy.
The most important part of any advertising strategy is, of course, the ad itself. Regardless of placement, your ad will fight an uphill battle for attention alongside thousands of other creatives in the marketplace. You have only a moment to catch consumer attention, and make a lasting impression (literally).
So, how are top advertisers breaking through the noise?
We used Pathmatics to assess popular creatives by number of impressions, and identify why they’re effective. As best practices, we wholeheartedly agree with three simple rules for successful ads courtesy of Think With Google: Be compelling. Be concise. Be clear.
Below are three examples of ad creatives that work (and why they work). Each ad featured below made Pathmatics’ list of top creatives for each individual brand over the last 12 months.
Wouldn’t it be nice to know what a new ad would look like once live, or how a tried-and-true ad would look to a new audience on a new target site? Well, you can. And you can also export an image of exactly how this would look to show to your co-workers and managers.
We’ll take you through Pathmatics’ AdMocker tool step-by-step so you can get a better understanding of how your ads will display once launched. This ad preview tool shows you a mock up of any creative on almost any site you can think of. You can never be too prepared when a budget is on the line.
Pathmatics provides in-depth data on how brands advertise across desktop, mobile and video channels. You can both spy on your competitors and optimize your brand’s advertising strategy using this data. This is even easier to do in real-time with the Pathmatics Google Chrome extension.This post will walk you through how to get the most value out of the extension, which makes gathering ad intelligence simple. Note: You’ll need a Pathmatics account to use the Google Chrome extension.
Pathmatics will be exhibiting at Shop.org 2017 in LA. (Schedule a meeting to learn more about using digital advertising intelligence to meet your marketing and merchandising goals.)
There's almost too much to choose from, but I’ve looked over the agenda and these are the sessions that I'm looking forward to the most.
Note: I’ve put the initial times and stages in the information below, but some of these sessions may repeat on both days, so check the agenda. And there's some overlap in times, so choose wisely!
If you are planning on being in LA at the end of this month to attend Shop.Org, schedule a meeting with our team! Pathmatics will be an exhibitor at the digital focused conference that runs from Monday, September 25th through Wednesday the 27th at the LA Convention Center.
During Q2, over $2.7B was spent by the top 500 advertisers across desktop, mobile, and video. On desktop, direct buys fueled the majority of ad spend, but ad networks took in thirteen percent of spend and delivered 38% of display impressions. On mobile, ad networks represented fifteen percent of the total spend share for the top 500 advertisers and were responsible for 40% of mobile impressions.
Which ad networks raked in the most money and fueled the most digital impressions during Q2?
Ad intelligence software is a significant investment, so you’d better make sure you’re getting the most out of it.
Pathmatics is no different. If you’re considering this solution—or already have an account—you want to see value from it as fast as possible.
This post is here to help. We’ll walk you through the steps you should take to hit the ground running with your Pathmatics account.
For agencies and sellers looking to court the brand, stay focused on display. Hertz prioritized display as their top device-type for the year and the channel has consumed nearly 90% of the brand’s digital budget over the last thirty days. Download The Hertz Corporation’s entire display strategy, including spend and impression data, here and read on for more insights.
When you log into Pathmatics, you’re presented with tons of digital advertising data. That begs the question:
Where to begin?
The Pathmatics Dashboard is a great place to start setting up your personalized account. This Dashboard greets you when you log into your account. It tracks the advertisers, websites, and ad networks you’ve chosen to follow. When viewing the profile of any advertiser, website, or ad network, just click the “Follow” button and it’ll be added to your Dashboard.
The Dashboard is a brand manager’s best friend. It saves you time by presenting the most important data in nearly real-time, customized for your needs.
Below, we’ve outlined some ways to use the Dashboard profitably, so you can get the most out of Pathmatics as quickly as possible.
See Nordstrom’s entire display plan with our free Brand of the Week Report here, and read on for more insights from their creative and site strategy below.
Over $2.7 billion was spent on digital advertising by the top 500 advertisers across devices during Q2 2017. Tax software companies faded off as their season came to a close, allowing room for other top ad spenders to climb to the top of the rankings. Samsung and LG heated up across digital, competiting neck-in-neck with each other by spend and impressions. Desktop buyers continuted to prefer direct deals, over programmatic, accounting for the majority of spend from the top 500 advertisers. And, Wix.com upped their digital presence with a huge desktop video push during Q2, gaining the brand 2.4B impressions.
See which advertisers had the biggest advertising budgets during the quarter with our exclusive Q2 Top Advertisers Report and read on for more highlights.
Subway is the current ninth top digital advertising spender in the Food & Drink category, spending over $4M across desktop, mobile, and video over the last thirty days. The brand just began upping their video spend for the first time this year in July, now accounting for just over 60% of their entire digital budget. Throughout 2017, Subway has focused more on desktop/display placements before switching their mix in the beginning of Q3. Download their full digital advertising plan in the new Brand of the Week report, and read on for highlights from their current creative strategy.
You deserve to know how your ad intelligence solution gathers its data.
Most companies won’t tell you what’s behind their software, and we don’t blame them. If we weren’t sure our technology could effectively serve our customers, we wouldn’t either.
However, you should feel completely confident that an ad intelligence solution works in the way you expect. We can’t speak for the other solutions out there, but we can tell you exactly how Pathmatics works. To do that, you need to understand a little bit about the ad serving process.
Where should you put the budget for your next digital ad campaign? Desktop, mobile or video? It’s often difficult to choose an effective budget allocation strategy for any new campaign, as you don’t have the data to back up which channels are most successful for your new approach.
Whether you’re using new ads, or you’re targeting an entirely different audience, deciding which channels will reach the most appropriate viewers can feel like flying blind.
So how about…don’t fly blind.
Using competitive ad intelligence, you can identify how your competitors are budgeting and use this intel to inform your next campaign. Not only will this ensure a more targeted approach, but you’ll be able to reach more of your competition’s audience, as well.
Let’s walk through an example.
Read on for a look at how Jaguar Land Rover is budgeting out digital spend between their two brands, and more insights from Land Rover’s current display strategy. To download the entire advertising report click here.
Read on for highlights from ConAgra's current digital buying plan, and see the brand's entire digital advertising strategy in our new Brand of the Week Report.
If you could effortlessly prove ROI on your paid advertising, month over month, how much easier would your job as a marketer be?
It’s true: your competition has detailed information on how much your brand spends on digital ads and where you place those ads. Competitors can even see which creatives you’re running.
You know you need to be spending more on paid digital advertising. Your brand is not going to reach its quarterly or yearly goals at this rate, and you’ve optimized and re-optimized your digital campaigns. There’s just not enough money in the budget.
But this can be hard to prove to the brand manager or marketing director. Luckily, competitive intelligence software gives you access to crucial data to back up a budget pitch. Having competitor data, compared side-by-side with yours, could be the missing element of an effective ask.
Let’s walk through the competitive data you can take to the financial decision makers for a budget boost.
Last month’s Father’s Day was a large focus for the company, known for it’s high-end coolers and other products appealing to the outdoor, hunting, fishing, rodeo and barbeque verticals. With masculine messaging and images in their creatives, the brand has increased their display presence accounting for 87% of their digital spend. Read on for highlights from YETI's recent creative campaigns, and download their entire display strategy in our new Brand of the Week Report.
Do you ever worry that your ads aren’t going to the right sites? Or that you’re not spending enough to keep up with your competitors? We’re sure you have if you’re a digital advertiser.
If your C-suite or brand manager asked tomorrow for a list of the most important metrics they should use to make ad spend decisions, could you deliver?
Many digital advertisers think they could. They pull numbers, package the data and deliver a weekly, monthly or quarterly report only to find out way too late they were wrong about what executives cared about.
That’s because data in digital advertising presents some difficulties.
When it comes to digital advertising in the Home Improvement category, there's an 800-pound gorilla (The Home Depot) and a 400-pound gorilla (Lowe's). And then there's everyone else.
This week, we're looking at The Home Depot and how they compete for share-of-voice against Lowe's and the other Home Improvement players.
You’re already strapped for budget as a paid digital advertiser. Why would you want to use part of your budget to pay for ad intelligence software? Or worse yet, have to set up a meeting to ask for more budget?
Often, ad intelligence software can prove its worth in the value it brings to your advertising strategy. Better advertising strategy equals more effective spending. But it’s not for every brand.
First, let’s define what kind of ad intelligence software we’re talking about, and then we’ll get into the details about whether ad intelligence is worth the cost.
Whether you’ve just inherited a new account, or you’re now in a position to make crucial account decisions, you may be thinking about an account restructure. This isn’t something you enter lightly. Shifting a PPC account around can dramatically affect the campaign’s metrics, but not always in a positive way.
So naturally, you need to make sure you don’t miss a beat. From pinpointing the true issues with the current structure, to building out a new plan, each step is pivotal to your success on the account.
No worries, you can handle it. But just to make sure you stay on track, here are the 4 major steps to restructuring a PPC account.
Our team is growing and looking for motivated individuals to join the excitement of driving the world's leading ad intelligence platform.
We are currently hiring for several positions based in New York City and out of our headquarters in Santa Monica (Los Angeles). See below for some of Pathmatics' open career opportunities, and check out all the postings here.
It has never been more important to determine which sites your brand advertises on.
For one thing, transparency into where your ads appear is critical, as ad networks find themselves under fire for placing brand ads next to hateful content online.
Second, audiences are becoming much more selective about the advertising they consume. In fact, 81% of consumers have closed a browser or exited a webpage because of an ad, according to HubSpot data.
This means that placing your ads on the right sites is more important than ever.
But current ad platforms make this extremely difficult. The industry is facing a serious crisis because many ad networks can’t guarantee where ads will be placed. The damage to brand equity and company perception can be immense when ad placements don’t align with brand goals.
And good luck actually deciding strategically where to put your ads based on legitimate, useful data.
That is, unless you have an ad intelligence solution.
The digital advertising space is constantly changing, yet some challenges remain the same. Have ad blockers presented a problem for you in the past? Well, that’s not going away anytime soon. Ad costs getting a little too high over the last few years? Don’t expect that to change.
Here’s what you can expect as a digital advertiser in 2017, and how you can tackle these problems head-on during the second half of the year.
Starting a new ad campaign? You’ll need a starting point – defining your goals. But once you’ve determined what you want to get out of the campaign, how do you measure success?
Start with impressions. These are the building blocks of your common KPIs, like CTR, CPC and CVR. Without impressions, your ad campaign is a bust, whether it’s awareness or conversion focused.
What can impressions really tell you about the effectiveness of my ad campaign? You only care about the bottom line.
Good question. Impressions are the building blocks of a solid campaign strategy, and without targeted impressions, you won’t get quality clicks, and in turn, you’ll be wasting your budget.
Here’s how to determine if you’re on the right track.
Want to know what your competitors are up to in terms of advertising? Of course you do. How other brands are advertising can offer clues into their next big move, who they’re targeting, how well the brand is performing financially and so much more.
Having access to where, how and how much your competitors are spending, as well as what they’re promoting, is key to remaining competitive.
Here’s how to get started spying on the competition.
RFPs often take time and resources away from current clients and viable leads. And while it’s an opportunity being handed to you, it’s likely being handed to at least a handful of other companies with the same solutions. While you don’t want to pass up an opportunity, sometimes there’s no way to be confident you can win the business.
So what powers a winning response?
Plenty has been written about the steps to a winning RFP response, from unpacking and truly understanding specific requirements, to making sure the final submission exudes clarity, brevity and style.
In between all that, there are two critical parts of a winning response that stand out for our purposes here:
- Understanding the context of the prospect’s status quo – their category and competition.
- Differentiating yourself — demonstrating with data-driven recommendations why you are the best choice.
How do you tackle these? That’s where digital advertising intelligence come in.
Now, Winmo users can seamlessly view a set of creative, buying, and site data without leaving a profile page. The integration gives sellers a snapshot of a prospect’s latest ads, where they’ve run, and how many impressions were seen a 30-day window.
Digital advertising has a transparency problem.
Brands have a difficult time gaining insight into what they’re paying for or where their ads are being placed.
On top of all this, the cost of digital ads overall has increased by 12 percent within the last two years, meaning brands are paying more, yet still don’t have a better look into how ads perform or where they appear.
This problem is not going away. Major ad providers like Google are working to address where ads are placed, which is a positive development. But third-party networks and providers have done little to make digital advertising more transparent.
Brands are the ones who lose in this environment.
But it doesn’t have to be this way.
Ad intelligence solutions provide clarity in an unclear advertising ecosystem. In fact, if your brand is running significant numbers of ads online, ad intelligence solutions are absolutely critical to getting the best return on your investment.
The average ad spend for the top 500 advertisers in 2016 hit slightly above $19 million, with the top advertiser, Proctor & Gamble, dishing out more than $200 million. Where does your annual ad spend fall?
Being able to compare your budget, and your spending strategy, to your competitors’ is crucial to determining an effective financial plan.
So what’s the best way to do this? Compare your budget to the competition with ad intelligence. Here’s a step-by-step guide to determining your budget for Q3 and beyond.
It’s the question on the mind of marketers and advertisers everywhere: how do you make your brand stand out online?
With all the noise out there, attention comes at a price. Often, it’s a hefty one. The cost of digital ads alone has increased by 12 percent within the last two years.
Where do you secure brand placements? How much should you spend on them? What results does better brand visibility actually produce?
Effectively answer these questions and expect your brand to secure real lift, visibility and value from its outreach efforts. On the other hand, fail to answer these questions and you may be spending more money, time and energy for less result.
So how can you get better brand visibility?
Our research and proprietary data show that there are three major strategies.
The travel industry spent more than $78 million on digital advertising in February 2017, with the top seven advertisers spending about 34 percent of the industry’s total outlay.
Cruise advertising activities picked up significantly in February for both Carnival Cruise, the top travel spender, and Royal Caribbean Cruises, the fifth highest spender. This trend is reflected in 2016 spend data, as well.
Carnival Cruise Line spend, Jan. 1, 2016 – Feb. 28, 2017
Royal Caribbean Cruises spend, Jan. 1, 2016 – Feb. 28, 2017
How did both major cruise lines spend their money in February?
We recently hosted the LA AdTech community for a mixer and panel discussion on the topics of fake news, consolidation, competition, and fraud in the digital advertising ecosystem. Since the event, the news has become even more saturated with issues attributed to digital transparency as brands continue to pullback on YouTube. On Breitbart alone, the site counted 25 of the top 50 consumer brand advertisers as clients from January to February of 2016. In 2017, that number dropped to 4 out of the top 50. Brands are now, more than ever, concerned with brand safety and understanding where their content and creatives are appearing online.
Whether you’re on the buy side or the sell side of the spectrum, or a data company like us in between, the current issue of transparency affects everyone involved. Pathmatics CEO Gabe Gottlieb moderated a panel of industry experts from different sides of the digital ecosystem to discuss how these topics are impacting them.
- Ben Plomion, CMO at GumGum
- Nick Lynch, VP of Digital at Icon Media Direct
- Matt Arkin, VP West at VideoAmp
Read on for clips and highlights from the discussion.
- How to bring children into the family business
- How to talk to a loved one about financial management
- How to comfortably retire with a financial advisor
The food and drink industry spent more than $97 million on digital advertising in February alone. In fact, the vertical is the seventh top advertising industry, according to Pathmatics ad impression data.
Given the impulsive and frequent nature of food and drink purchases, it’s crucial for these brands to stay top-of-mind. With the top seven advertisers taking more than 22 percent of the industry’s impressions, they’re capturing almost a quarter of the industry’s entire impressions. So how do other brands compete for brand awareness in this industry?
By analyzing the successful advertising strategies of these top competitors and making them their own. Below, we’ll highlight some of the advertising strategies of the top industry spenders to help you get started.
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.
“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.
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.
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.
The notorious - and unfortunate - dilemma in media buying: go direct and spend more while ensuring your target audience, or buy programmatically and save money while reaping in more impressions…that may not all be favorable. With the fear of fraud and arbitrage looming over every ad buy, it is not always clear to buyers working with ad tech partners the quality of inventory they are actually buying. This disconnect is fueled by low-quality partners, re-selling poor inventory, that sometimes even doesn’t exist. Digiday recently explored the digital advertising ecosystem problem of SSPs arbitraging inventory, the impact on brands and pubs, and possible solutions moving forward.
With the close of the Fourth Quarter, you may be experiencing the dreaded holiday hangover and a bit of a lighter wallet. But we're not the only ones, as many of the largest advertisers on digital feel our pain. The Fourth Quarter ended strong with over $1.8B spent on display advertising alone by the top 500 advertisers, up $228M from Q3. Auto and Retail made a strong showing with momentum from Black Friday, Cyber Monday, and year-end holiday sales. Amazon opened their coffers to invest in their network of original shows and content, so much so that they were the top digital ad spender across desktop, mobile, and video for Q4. Google AdX + AdSense delivered the most impressions across channels, making them the top digital partner for the quarter.
Coming off record-breaking Black Friday and Cyber Monday shopping holidays, Amazon was December's largest advertiser by spend on digital, whopping out nearly $40M from December 1st - 31st. Several other top spenders continued strong digital advertising campaigns across device-types, like Merck & Co. and Procter & Gamble.
You like HBO, right? Probably, considering the network aired two of the top five most popular shows from 2016, with Game of Thrones at number one and Westworld landing at number four after just a few months.
Even if you don’t watch HBO, you’ve probably heard of them. From December to mid-January alone, HBO spent more than $4.7 million on digital advertising, with most of that spend going to popular sites like YouTube and IMDB.com, according to Pathmatics data. So the network is hard to avoid, but they show clear preferences as to which shows they think will be winners.
Let’s take a look at what the network wants us to care about in 2017, based on their digital advertising in December 2016 through mid-January 2017.
While Apple is not required to separate advertising expenses from its Selling, General and Administrative (SG&A) expenses, this may come as a blow to many industry competitors. If you’ve been closely monitoring Apple’s ad spend and are looking for a way around this new barrier, we can help you out.
Using Pathmatics proprietary data, we pulled Apple’s year-to-date digital advertising spend from January 1 to December 31, 2016. This data is for Apple’s digital advertising across desktop, mobile, and video combined. Enjoy.
NBC and ABC are among the big four broadcast networks, battling for the top spot along with CBS and FOX. Yet, NBC and ABC seem to be in a separate battle—a battle of digital advertising. The two networks are in a league of their own when it comes to digital advertising, taking the top two media industry spots for paid, according to Pathmatics data.
In 2016, ABC Entertainment Group spent nearly $48 million on digital advertising and NBC Universal Television spent a little more than $43 million. CBS, the next highest spender in the media sector, didn’t even come close at about $33 million in spend. Last and certainly least in spend out of the big four was FOX Broadcasting Company at more than $18 million.
So how and where are ABC and NBC advertising in the digital space? And who took the best CPM (a measure of the cost per number of impressions) for the year?
Following the election, fake news sites have been in the real news - especially with regard to the millions of dollars served to these fake sites through programmatic advertising. While programmatic certainly provides values to advertisers, like everything, all buys should be monitored from availability to placement to ensure complete control over your brand. Kellogg’s recently went through an ordeal of both good and bad press after pulling their ads from controversial site Breitbart, giving the entire industry valuable lessons to ponder. How do you exactly protect your brand from landing on bad websites? AdAge recently discussed this topic, claiming that “Keeping your ads off fake news pages isn’t hard at all."
‘Tis the season for spending. To get consumers in the virtual or physical door, retailers are spending heavily to get us to open our wallets as the holidays approach. From December 1 to December 15 alone, retailers spent more than $67 million on digital advertising across desktop, mobile, video and content channels. That serious cash resulted in serious numbers of impressions, 6.9 billion in total.
While the sector as a whole went a little holiday crazy, the top three retailers by spend are largely responsible for most of the retail industry’s activity in the first two weeks of December. Using Pathmatics proprietary data, we analyzed the top three retailers by spend for December 1 to December 15. The numbers show a battle between old and new retailers for consumer share.
Who reigned supreme? Read on to find out.
We are excited to announce the recent acquisition of WhatRunsWhere, bringing aboard an ad intelligence solution for smaller operations into the Pathmatics family. As a company, we have respected the technology, service, and team WhatRunsWhere (WRW) has developed. With this acquisition, we can now serve the entire marketplace to achieve our mission of bringing transparency to the digital ad space.
Black Friday and Cyber Monday may only represent two days out of the entire month of November; however, the value of those days was enough to bring a new category to the top of the digital advertising rankings. Retail advertisers went big during November, with the top 500 advertisers dropping $17B overall. Not so surprising if you were paying attention to your display, mobile+tablet, and pre-roll video ads over the last couple weeks. Chances are you have been getting teased with gifts, either for yourself or otherwise, every time you get online.
Retail not only led as the top digital category, but the category's top spending advertiser also ranked as the top digital spender overall. Where were Retail advertisers targeting and how were they buying? Read on for more insights including the category’s top spender, and the top sites for the category by spend and impression. Head over here to download the November Top Advertisers Report in its entirety.
For advertisers, digital video spending has increased 85 percent over the last two years. On average, advertisers spend more than $10 million annually on digital video.
Yet, it’s not nearly as much as the financial services sector’s big spenders are willing to dish out. In Q3 alone, GEICO spent $30 million on digital video advertising. In fact, insurance companies claimed three of the sector’s top five spots in terms of spend.So which insurers took the top video spend spots in Q3, and what were they trying to sell us with those colossal budgets? See below.
For the consumer, you wouldn’t know the difference between an ad placement that was purchased directly from the site itself, or a placement that was automatically filled by a series of complex actions from ad services and targeted to you by your demographic. You simply just see an ad load on a site. This usually works out well, you’re browsing AOL and an ad pops up for a new product you love, and one perhaps you wouldn’t have known about otherwise. But this is not always the case, as we have seen play out in the media and social media in recent weeks, your creatives may not always end up on the sites you want them to.
Celebrity branding can be expensive. Really expensive. Celebrities like Kendall Jenner and Selena Gomez can charge up to $230,000 per social media post. While some claim that celebrity endorsements aren’t worth the costs or risks (what happens if your celebrity goes rogue?), it’s clear that many brands still see these endorsements as valuable marketing tactics.
Out of the top ten financial services digital advertising spenders in Q3, we found six that employed celebrity endorsements in their digital advertising campaigns across desktop, mobile, tablet and video advertising.
Take a look at some of the faces of financial services from Q3 and the roles they played in each brand’s advertising efforts.
According to AdRoll, digital advertisers spent 17.9% more this year on Black Friday compared to last year. Retail was the top advertising category for the week of November 21st to November 28th, 2016 across desktop, mobile+tablet, and video channels. Read on to see the top five spenders for the Retail category, and how they were buying on digital.
Business Insider recently reported on Apple, Inc.’s digital advertising spend, and how it compares to rival Samsung's spend for the current year. Using data from Pathmatics, given exclusively to Business Insider, the desktop, mobile, and video strategies for the two brands were analyzed after Apple stopped disclosing its advertising spend in their latest annual report. While Apple’s digital spend has decreased YOY, they are still outspending Samsung by 179% on advertisements for competing products.
While you were getting your Halloween costumes ready, advertisers like Apple and Zulily were kicking off Q4 with huge digital advertising campaigns. Coming in as the top digital advertiser for the month of October, Apple Inc. put an emphasis on video, and had a major new product release to fuel spend. The Auto category continued strong, falling only to Financial Services overall, but led on video for the first time in 2016.
Finishing out the top three categories on digital was Retail, with a large presence on desktop led by Zulily. The online retailer dedicated over 95% of their digital budget for the month on desktop/display advertising, with the remaining 5% going towards mobile+tablet. Read on for more digital insights from the month, and download the free report detailing all of the cross-channel top digital advertisers here.
Elections can be a tricky time for advertisers using programmatic strategies to reach a wider audience online. As a number of alt-right sites and blogs popped up over the course of the last election cycle, brands may have unknowingly advertised on sites that do not necessarily represent their corporate values. Digiday recently looked at the “fake news” sites that have been slowly sweeping through Americans' home computers and mobile phones to see if programmatic advertising is encouraging these sites to proliferate online.
Brands are not always aware of where their programmatic creatives are ending up online, and finding that information out from vendors often takes a lot of time. Ari Paparo, CEO of Beeswax, was quoted by Digiday stating,
“A marketer may use a whitelist, or a verification vendor to protect against running on objectionable sites, but it is an inexact science and a site that is offensive but not obviously a hate/porn/illegal site might pass unless someone is specifically looking to block it.”
Are programmatic issues making your head spin? You’re not the only one. At Digiday’s recent Programmatic Summit, attendees from agencies and brands were asked to share their biggest challenges in programmatic advertising. The top two concerns were telling the difference between vendors, and reconciling creative and programmatic. Digiday compiled the attendees' candid answers recently, including one person’s response stating “Everything was easier at the very beginning because there were fewer players, but now there are just so many vendors with the same recipe."
The IAB recently released their 2016 Internet Advertising Revenue report detailing the first six months of the year. Mobile came out to be the big winner, surpassing Search for the first time ever as the leading ad format with 48% of the market. Revenue for Mobile, consisting of Mobile Search, Mobile Display, and Mobile Other, also skyrocketed - increasing 86% in Q2 2016 when compared to Q2 2015. Search slipped back to number two, with 27% of the market, down from 36% in 2015.
The increase of programmatic buying across devices is undoubtably having an effect on today’s advertising agencies. The murky ecosystem of the buying landscape is already packed full of various players, making cutting through the clutter extremely tough. eMarketer recently reported, along with Strata, that "nearly 60% of ad agency professionals were fearful about the inventory quality available when engaging in programmatic buys,” up 12% from the previous year. Additionally, over half of the professionals surveyed stated that transparency of inventory was a fear.
Building off the success of our Australian and European alliance, we are excited to share that we recently launched an alliance with Nielsen in North America to provide a subset of Pathmatics’ digital advertising tracking data to Nielsen’s U.S. and Canadian customers.
As the AdRoutes platform and Pathsource technology continue to expand, this alliance brings Pathmatics data to even more great clients across North America and provides for accelerated product investment. To read the full press release, click here or see below.
Most digital advertisers don’t have monthly ad budgets in the millions—but the top financial service spenders do. State Farm, the top advertiser in September 2016, spent more than $16 million on desktop advertising that month alone. Curious where huge ad budgets like these go, and what these brands get in return for their spend?
Let’s take a closer look at the financial services desktop budget allocation from Q1 to Q3 2016 to find out where adverisers got the most impressions and best CPM. You might end up shifting around some of your own ad dollars after seeing this.
The digital advertising industry has a serious transparency problem. Fraudulent ad traffic, or ad traffic that is from unqualified or non-human parties you didn’t pay to reach, is projected to cost $7.2 billion in 2016. Those costs continue to rise; the World Federation of Advertisers (WFA) believes the cost of ad fraud will total $50 billion or more by 2025. Says one senior advertising executive interviewed by the WFA:
“Ad fraud is one of the most important issues that we face today.”
The problem is made possible by an opaque ad-buying environment in which consumers and providers regularly have zero insight into who is actually buying or selling ad inventory. Ad intelligence tools like Pathmatics seek to solve the transparency problem. These competitive intelligence platforms show users exactly how advertising dollars are spent across desktop, mobile and video. With these insights, brands strategize, plan and buy better, while reducing fraud and improving purchase efficiency.
Unfortunately, there exist some exaggerated or inaccurate claims about what some platforms can and cannot do. This is the opposite of the transparency we believe the industry deserves. Brands need accurate, honest information about the capabilities these platforms provide, so they can guarantee this technology is a good fit for their needs.
This post is designed to help. It breaks down concisely what these tools can and cannot do, so you can make an informed decision about whether a platform is suitable for your needs.
The adoption of programmatic advertising has given rise to a “Wild West” ecosystem in digital advertising, making it extremely difficult for brands to benchmark their spend strategies against competitors’ paid efforts.
That’s where advertising intelligence comes in. Having access to comprehensive ad intelligence software allows you to monitor your competitors’ advertising activities and identify trends in their paid strategies. With this intelligence, you have the upper hand.
Read on to find out what metrics you can effectively monitor across your industry with the right ad intelligence.
Although Hillary Clinton has run a number of digital ads aimed at Donald Trump, his campaign is not losing steam or slowing down anytime soon. On digital, Trump is outspending his Democratic opponent - by over a million dollars - across desktop, mobile, and video, during the month of August alone. This is a stark contrast to the digital rankings in July that had Clinton outspending Trump by almost $4 million across all three channels. From July to August, Clinton’s campaign has relatively reeled back on digital, while making room for a huge television push - outspending her competitor on TV by 53 times in just Florida leading up to Election Day.
Banks have many unique audiences they’re trying to reach at once, and a variety of products and services they’re trying to sell. From standard banking to loans to investments, banks have their hands in just about everything.
Digital advertising offers a dynamic space to engage each audience, across different distribution channels and targeting options. So how are the big players leveraging digital to connect with prospects and current customers?
In the past year, Citigroup, Inc., JPMorgan Chase & Co. and Bank of America were the banking industry’s top three spenders across desktop, mobile and video. Let’s dissect these top players’ budget allocations from the past year to find out where the money goes.
Visit our booth in
Hall 9, D-028
November is only two months away, as is the upswing in Black Friday and holiday advertising. We looked back at what happened last year in the retail sector’s holiday advertising so you can apply these insights to this year’s strategies.
Financial services advertisers spent the most on digital ads in Q2 over any other industry. But perhaps surprisingly, most of that ad spend went towards desktop, not mobile, in 2016. Banks, insurers and other financial services verticals spent more than $295 million on desktop ads in Q2 2016. They only spent about 7 percent of that on mobile and tablet advertising.
Last month, our CEO Gabe Gottlieb spoke at MediaPost’s OMMA LA Conference and dispelled many of the myths around programmatic media buying. Myths such as subpar quality placements, below-the-fold impressions, and inefficiency, amongst others. Many of these factors influence the decisions of media buyers to allocate more or less budget to programmatic buying, but what are the actual facts?
Last time we focused on Under Armour heading into the Olympics blackout period. What digital campaigns might they run that took advantage of the new Rule 40 changes? Turns out, not much. It does not appear that UA is running any online, sponsored athlete ads so far during the games.
Nike, on the other hand, has been more active.
The financial services industry is expected to spend $8.37 billion on digital advertising in 2016, according to eMarketer, accounting for 12.2 percent of total U.S. digital ad spend.
So it’s no surprise that the highest spending sector in digital advertising for Q2 2016 was financial services. Financial services companies spent nearly $329 million on desktop advertising, with the top 10 advertisers spending more than 50 percent of that budget. These top 10 advertisers only spent about $10 million on mobile and tablet ads.
A select group of American voters have boarded the Trump train, but it may run out of steam thanks to the digital ad spend of the opposition. Trump’s comments have provided Hillary Clinton’s campaign with plenty of fuel for attack ads.
In July alone, the top three financial services spenders in digital advertising spent more than $37 million combined in the U.S.—on desktop alone. However, these three giants’ spend strategies differ greatly and yield very different results when it comes to impressions, according to Pathmatics data.
We’ve compiled a breakdown of the top three players’ desktop ad spending from July 1 to July 31, 2016, including where each advertiser is gaining impressions and which is realizing the best CPM. Read on for intelligent insights into your competition.
Digital advertising is a major acquisition channel for financial service brands, from tax services to credit card providers, and each brand has heavy competition. The industry alone spent $307 million on desktop advertising in Q2 of 2016, which encompasses the end of tax season, according to Pathmatics data.
Last month we took a look at Nike and Under Armour digital advertising--what vehicles they use, how each is buying (direct vs. indirect), and which sites they are targeting. We'll be watching them again this summer with an eye towards Rio.
The extra dimension this summer is not soley Olympics advertising tie-ins, though.
Top spenders in the paid advertising space, across industries from financial services to travel, spend millions of dollars on paid digital ads every month to attract, engage and convert prospects. From June 2015 to May 2016, Capital One Financial group alone spent an estimated $163 million on desktop, according to Pathmatics data. Verizon and Proctor & Gamble trailed close behind.
Which brands were the top digital advertisers across desktop, mobile and video in Q1 2016?
Which advertising categories were the most popular?
Finally, brands can gain full transparency into digital ad spending right now. Thanks to ad intelligence platforms, brands and advertisers can do things like:
- See any brand’s digital buying strategy, detailing publisher direct deals, programmatic buys, and exactly what DSPs and ad networks they’re using.
- Negotiate better programmatic and direct deals by assessing available inventory.
- Audit ad activity to prevent ad fraud and avoid arbitrage, as well as ensure creatives are running on contracted sites through efficient purchasing channels.
- Evaluate partners by seeing information on DSPs, ad networks and agency partners, including their top clients, publishers and if they’re working with your competitors.
Using our data, we compiled the Q1 2016 Top Digital Advertisers report. The report breaks down the top 10 advertisers and direct advertisers across desktop, mobile and video platforms in Q1 2016. It also details how impressions were purchased and which ad categories were most popular.
Here's what we found.
We are now, officially, halfway through 2016 and sprinting to the end of Q2 as “submit” clicks for Summer trips have begun outpacing business emails. Similarly, brands are starting to gear up for summer campaigns, which means May’s top advertisers by impression volume, across channels are here. While there were no huge movers or shakers, there were some category switches and climbers.
During the month of May we watched the auto category regain their lead on desktop and mobile+tablet, bumping out Financial Services. Automakers and dealerships took four of the top ten desktop spots by impression volume, commanded in large part by GM. And with Mother’s Day, it's no surprise that a ‘gifts & occasions’ brand (FTD) landed in the top advertisers rankings. In video, General Mills vaulted into the number one spot, reinforcing Food & Drink’s steady lead as the top advertising category. Read on for more highlights from May’s top digital advertisers and be sure to download the full report across channels here.
Driven by tax season, Financial Services opened 2016 strong as the top advertising category by impression volume across display and mobile+tablet for the First Quarter. Considering that, it’s not surprising that a third of the top ten financial display advertisers are tax software companies. Coupled with the gusto of finance powerhouses such as Capital One Financial Corporation, American Express Company and Progressive Casualty Insurance Company, the financial services category is stacked, to stay the least.
Let’s take a look at the buying strategy behind the top ten display advertisers in the financial services category, including top buying channel and partner by spend, and top site by impression volume.
The First Quarter of 2016 has now faded into our rearview mirrors, leaving behind the top advertisers that kicked off the New Year with a bang. Procter & Gamble made a strong push across all channels, taking the top spot on mobile and video. Telecom hip-checked (for all you hockey playoff fans out there) Financial Services out of the top advertising category ranking on mobile, led by Verizon, AT&T and Sprint. On desktop, direct buys dropped 8% from Q4, giving share to the growth of ad networks used to purchase impressions.
Download our newly released Q1 top digital advertisers report here detailing the top ten advertisers by impression volume across desktop, mobile, and video, along with the top direct advertisers and breakdowns of how impressions were bought.
It’s almost wedding season! Each year, 2.3 million couples rush to the alter in the US alone, which means only one thing, your social media feeds are about to be bombarded with Springtime wedding photos of perfectly matched bridesmaids dresses and dapper men in tuxedos, leading into Summer. For companies whose target demographic are couples preparing to exchange vows, marking the top wedding blogs and sites can be a challenging task. Several wedding blogs, such as Style Me Pretty, have grown over the years to battle the top historical wedding publications like Brides and TheKnot.com. Each has a different method of selling ads to its audience, and uses different partners.
As tax season begins its long walk into the sunset, not to be seen again until next year, so go the tax service ads. After a strong presence this year to date, tax software advertisers have faded from the top ten rankings across devices, spending fractional amounts during the month of March compared to past months.
Are you still feeling the love from Valentine’s Day? Our top February advertisers sure are. It’s usually the one time a year that flowers and diamond rings dominate ads, attacking that key, sports viewing, demographic...ESPN anyone? But let's not forget we're on the heels of tax season, as you may have even seen creatives for TurboTax or H&R Block next to those chocolate hearts, both landing heavily on our report.
Read below to see how February’s top 500 advertisers were buying during the month of love, along with highlights from our recently released February Top Advertisers Report. Download the report in its entirety here, to view the top digital advertisers across devices by impression volume. Included are the top ten direct buyers across devices, and top advertising categories, in addition to a purchase channel breakdown of how advertisers were buying.
Can you smell the suntan lotion? Feel the warmth of the UV rays bouncing off the crystal blue water? Hear the roar of the jet engine as your commercial airliner lifts you to your tropical destination? Or, are you living vicariously as Spring Break photos start infiltrating your social media feeds and ad boxes? Well, travel advertisers are hoping you're feeling the bug, targeting those looking for a last minute getaway in lieu of using the office halogens to get rid of those pesky tan lines! It's time to check your PTO Calendars and book that next vacation, everyone!
We looked at brands whose desktop display advertising not only spiked leading up to the holiday, but also had a single site at the "heart" of their spikes. For the five advertisers featured below, a significant share of each of their pre-Valentine’s Day surges was attributed to a push on a single site.
We just released our 2015 Digital Buying Report which gives detailed purchase channel insights behind the top ten advertising categories of last year. Let’s start by diving into financial services, a leading category for much of the year, especially on mobile, where it led January through November until Auto emerged in December...a little ad-tech poetry for our avid followers.