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3 Examples of Ad Creatives That Work

Ken Roberts

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.

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Topics: How to Build More Effective Ad Campaigns

How to Use the Pathmatics AdMocker Tool

Jordan Kramer

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.

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Topics: How to Get the Most Out of Pathmatics

P&G Isn’t The Only Brand Cutting Down Their Site List

Jordan Kramer
The “Set It and Forget It” age of digital advertising is over and now, more than ever, brands are calling for transparency with their adtech partners. Fears of brand safety with regard to ad placements showing up next to unfavorable content, paired with the relatively little control brands have over their site list when advertising programmatically, have all led to increased scrutiny within the media space.
 
Procter & Gamble vocalized their disappointment with the media supply chain last year, vowing to cut down their site list and limit partners. The brand did just that, as reported by Digiday using Pathmatics data, cutting their site list from 2K per month at the end of 2016 to only 900 as of August, 2017. P&G isn’t the only brand scaling back on sites as many other top brand advertisers are doing the same.

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Topics: How to Choose an Ad Intelligence Solution

Brand of the Week: Subaru

Jordan Kramer
Searching for adventure gear on Amazon recently? Chances are you may have stumbled across a new Subaru creative promoting the 2018 Crosstrek. The auto-manufacturer is making a huge push for the model as the brand enters the crowded SUV crossover market.
 
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Display advertising represents the largest portion of Subaru’s digital ad spend, accounting for 73 percent. Here’s a look at how the brand is utilizing display advertising in the new Crosstrek campaign. 
 
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Topics: Auto Category, Brand of the Week

Which Brands Are Spending the Most on Mobile Advertising? Here Are the Top Five.

Jordan Kramer
For some brands, mobile advertising is crucial to keying into their target audience. For others, the device-type represents a small slice of a cross-device strategy looking to touch consumers from every online format. Overall, $80B was spent on mobile advertising globally in 2016, and that number is expected to rise 31 percent in 2017.
 
Which brands have spent the most on mobile advertising during the first half of 2017? Here are the top five.
 
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Topics: How to Build More Effective Ad Campaigns

How to Use the Pathmatics Google Chrome Extension

Jordan Kramer

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.
 
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Topics: How to Get the Most Out of Pathmatics

Advertisers Are Kicking Off for Football Season

Jordan Kramer
We see it every year, once NFL regular season returns to taking over your Sundays (and Thursdays…and Mondays), the big brands can’t help but to take advantage of the opportunity. Some advertisers take the official sponsorship route, while others use avenues to communicate a game-time message without paying the extra dollars. 
 
Here’s a look at some of the best creatives we’ve seen so far this season.
 
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Topics: How to Build More Effective Ad Campaigns

Brand of the Week: Bark & Co.

Jordan Kramer
Can’t leave the pet store without a bag (or five) full of items you didn’t even go shopping for? You’re not the only one. Sales for the pet industry last year topped $66B, growing ten percent from 2015. It’s no wonder why large corporations like Nestle and Mars, Incorporated decided to get into the business of selling items for your precious pets.
 
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With consumers spending more on pets than ever before, the industry is expected to reach $96B by 2020. So, how are pet brands advertising online to reach this coveted, high-spending demographic? Here’s a look at how Bark & Co., maker of the BarkBox subscription service, is spending across digital. To download their entire ad strategy, download the latest Brand of the Week report here.
 
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Topics: Brand of the Week, Pet Category

Sessions We Look Forward to at Shop.org 2017

Ken Roberts

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!

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Topics: How to Build More Effective Ad Campaigns

How Are Retailers Buying Across Digital? Not Programmatically.

Jordan Kramer
From June 2016 to June 2017, only 38% of Retail advertisers bought programmatic ad placements, accounting for a mere eight percent of spend for the category. Surprised? Retailers have historically preferred going direct to publishers for media buys, while running highly targeted campaigns. During H1 of 2017, nearly three quarters of spend for the Retail category across desktop, mobile, and video was direct - up ten percent YOY.
 
Which brands are spending the most via direct buys? And, are any larger brands utilizing programmatic? Let's take a look.
 
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Topics: How to Build More Effective Ad Campaigns, Retail Category

About Pathmatics

Pathmatics provides unique, actionable insights that deliver a proven competitive edge to Brands, Agencies, Adtech, and Publishers.

Ad buyers use Pathmatics’ competitive ad intelligence to optimize their branding and advertising while outsmarting their competitors. Ad sellers use Pathmatics to increase revenue with data-informed prospecting and insight-driven proposals.

Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI, and other leading venture funds.

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