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.