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Brand of the Week: Netflix

By Jordan Kramer on Jan 27, 2018 9:31:04 AM

Streaming services are upping their ad game as investment in original content continues to increase exponentially. In the Fall of 2017, Netflix announced their plan to spend nearly $16B on content over the next few years. Over $6B alone was committed during the 2017 year as the brand works to become a creator in the Arts & Entertainment space.
 
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Notably, Netflix turned out the film Mudbound that has been received with worldwide acclaim and even Oscar nominations, proving that this streaming service means business. See how the brand has been spending across digital and social in the latest Brand of the Week Report and read on for high-level insights.
 
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3 Pieces of Data Your Ad Intelligence Tool Better Provide

By Jordan Kramer on Jan 25, 2018 10:00:00 AM

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.

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Pathmatics Features You Won’t Want to Miss in 2018

By Jordan Kramer on Jan 24, 2018 2:00:00 PM

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.

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Brand of the Week: Weight Watchers International

By Jordan Kramer on Jan 19, 2018 5:07:33 PM

New Year, new you! That’s the mantra many Fitness & Weight Loss brands are hoping you’re taking as you kick of 2018. This time of year represents peak advertising season for brands like Weight Watchers, Nutrisystem, Jenny Craig, and many others. Beginning right after Christmas, digital advertising spend and impressions start spiking in an attempt to target consumers ready to ring in the New Year with a new lifestyle.
 
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For Weight Watchers, one of the top brand advertisers within the Fitness & Weight Loss category, ad spend began to ramp up just before Christmas and then on New Year’s Eve. Here’s a look at how the brand’s digital strategy has shifted year-over-year to incorporate social advertising in their approach. To see Weight Watchers’ full ad plan, download the latest Brand of the Week report here
 
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Ebook: How To Build More Effective Ad Campaigns

By Jordan Kramer on Jan 18, 2018 10:00:00 AM

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?

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Fueled By The Current Political Climate, Top Publishers Use Social To Target New Readers

By Jordan Kramer on Jan 17, 2018 3:00:00 PM

Publishers using another publisher to increase brand awareness and expand readership? In an age where the political climate continues to make front-page news on a daily basis, this is the case with Facebook advertising. Top publishers are using the social platform to target new and returning users with their digital advertising campaigns.
 
Many of those publishers are focusing the majority of their digital ad budgets on social campaigns alone.
How does this look across some of the Nation’s top outlets that offer online subscriptions, like the New York Times, LA Times, and The Washington Post? Here’s a look at how those three publishers are incorporating social into their ad strategy, and how their strategy has evolved over time.
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A Guide to Display Ads: Why They Work and How to Start

By Jordan Kramer on Jan 11, 2018 3:30:00 PM

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. 

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Inside Data on November's Top Digital Advertisers

By Jordan Kramer on Jan 10, 2018 4:00:00 PM

November always represents a big time in digital advertising, mostly due to the shopping holidays that fall during that time. Black Friday and Cyber Monday continue to break records for online sales year after year, marking an important and crucial moment for brands to target with their digital dollars. This year was no exception for retailers, electronics brands, and financial services advertisers.
 
Financial services is a consistent leader in terms of digital ad spend across device-types, and the category ranked number one by relative impressions for desktop display and mobile web. Where are Financial Services brands not putting their money? Video. Consumer electronics and software advertisers are beginning to dominate video on both desktop and mobile, with FinServ falling past other categories including Food & Drink, Arts & Entertainment, Auto, and Telecom. 
 
Here’s a look at top-level highlights from our newly released November Top Advertisers report detailing the top brands by spend and impressions across display, mobile, and video.
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3 Most Popular Websites to Advertise On in 2017

By Jordan Kramer on Jan 9, 2018 10:00:00 AM

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).

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Brand of the Week: Alaska Airlines

By Jordan Kramer on Jan 5, 2018 12:15:01 PM

Do you ever find yourself browsing Facebook, only to be targeted by a creative for an airline deal? You aren’t alone. Airlines have increasingly become more interested in targeting on social, shifting dollars away from display, mobile, and video advertising to focus their digital budget on Facebook. Some of the largest airline companies are spending over half of their digital dollars on social, indicating a shift in how travel brands are trying to target consumers in an increasingly competitive space.
 
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Alaska Airlines is one of those brands, allocating nearly three quarters of their digital advertising budget in 2017 to social alone. Between the competition from online booking companies such as Priceline, in addition to head-to-head competitors, and an increase in consumer spend on travel, brands are fighting for not only dollars, but online audiences. Here’s a look at Alaska Airlines' strategy over the last thirty days leading into the holiday season, and how their YTD advertising compares to other airlines in the travel sector.
 
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