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Brand of the Week: GAP Inc.

Jordan Kramer
Nothing says Summer like tees & shorts, right? That’s what GAP Inc., is saying with a bevy of new creatives highlighting Summer style and big sales to peak your interest. The parent company of Old Navy, Piperlime, Banana Republic, Athleta, Intermix, styld.by, and their namesake brand, is heating up for Summer running 165 unique display creatives over the last thirty days across an average of 141 sites per day.
 
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GAP Inc. invests the most on display and desktop video placements, with mobile ads representing only 7% of the brand’s digital budget over the last thirty days. That is consistent with GAP Inc.’s ad spend so far in 2017, dishing out over $7M on display placements since Jan-1. See how they have distributed their budget amongst their sub-brands below, and download the full report of their advertising activity here.
 

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Topics: Ad Strategy

Brand of the Week: Yum! Brands

Jordan Kramer
In the last twelve months, Yum! Brands has spent over $36M on digital advertising across desktop, mobile, and desktop video. The largest piece of their digital ad budget - over 64% - has gone to desktop/display placements. Over the last thirty days, the parent company of Taco Bell, KFC, and Pizza Hut has dished out over $1.2M on desktop advertising alone, accounting for 66% of their digital budget.
 
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Desktop/display advertising is clearly a priority for the brand, and for most Quick Service Restaurant (QSR) brands. According to TubeMogul, 62% of QSR companies serve ads exclusively on desktop, while 36% of QSR brands use both desktop and mobile. Uncover Yum! Brands’ entire desktop advertising strategy with our new Brand of the Week report here, and read on for highlights from the last thirty days.

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Topics: Ad Strategy

April's Top 5 Mobile Advertising Spenders

Jordan Kramer
Mobile advertising is still fighting for share of budget amongst the top digital advertisers as brands focus on display and video, but the device-type is still bringing in cash. The top 500 mobile ad spenders invested over $75M on mobile placements during the month of April led by Clarus Commerce, Procter & Gamble, and TurboTax. As the Tax Season deadline approached in early April, TurboTax turned up the awareness campaigns to reach those last-minute tax filers.
 
Direct buys dominated mobile buying overall, consuming 77% of the total spend for the device-type and returning 39% of the mobile impression share. Google AdX+AdSense was the top partner on mobile, raking in 7% of mobile spend for the month of April while garnering 15% of the impressions. Amazon’s mobile ad network took in 4% of spend share, yet delivered 17% of the mobile impressions. All in all, ad networks accounted for the majority of mobile impressions during the month with 43% share. Direct buys followed, bringing in 39% of impressions.
 
See how the top five mobile ad spenders allocated their budgets, the percentage of spend that was directed to mobile, top sites, and buying partners. To download the entire April Top Advertisers report for 2017 detailing the top spenders and advertisers by impression volume across display, mobile, and video, click here.
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Topics: Ad Strategy

Brand of the Week: Marriott International

Jordan Kramer
In an era where people are booking more travel online, rather than calling up a hotel or airline, grabbing those digital wins is of the utmost importance. Hotel chains have recently become more aggressive with their marketing plans in order to compete with the travel-booking sites such as Expedia & Priceline that are selling the same rooms. In order to avoid paying out high commissions to online travel sites, hotels are hoping to take reservations into their own hands with more sophisticated advertising strategies.
 
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Marriott International is the current eleventh top digital advertising spender in the travel category, spending $645K on average per month on display placements alone in 2017. Over the last thirty days, the brand invested nearly 70% of their digital budget into desktop/display ads. Download their full desktop advertising strategy in the new Brand of the Week report, and read on for highlights.

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Topics: Ad Strategy

Hitting Your Digital Ad KPIs: The Importance of the Right Impressions

Jordan Kramer

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.

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Topics: Ad Strategy

Brand of the Week: Southwest Airlines

Jordan Kramer
Airline companies have been fixtures in the news recently, from onboard passenger incidents to complete PR gaffs, the industry isn’t having the greatest year. United Air Lines put the brakes on their digital advertising spend following a overbooked flight that resulted in one passenger being dragged off the plane by security. Southwest, Delta, American Airlines, and Spirit Airlines have all dealt with publicized situations involving passengers in the last couple months, throwing their PR and marketing teams into overdrive. 
 
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See how Southwest is responding online with digital insights from their ad strategy over the last thirty days across desktop, mobile, and video. Don’t forget to sign up for the free report detailing spend and impression data, plus top sites and more  here.

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Topics: Ad Strategy

5 Tactics to Monitor Your Competition’s Digital Ad Strategies

Jordan Kramer

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.

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Topics: Ad Strategy

Brand of the Week: VISIT FLORIDA

Jordan Kramer
If you are seeing creatives with gorgeous beaches and new adventures that are waiting for you on all of your online devices - you aren’t the only one. The tourism industry is heating up, especially in domestic markets, as consumers look to plan a summer vacation. Over the last thirty days, four out of the top ten ad spenders on display were tourism boards. Both Travel Oregon and VISIT FLORIDA have increased their budgets significantly across digital over the last couple weeks, both targeting an array of travel-booking publishers.
 
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VISIT FLORIDA upped their desktop advertising spend by nearly seventy percent over the last month compared to the thirty days prior. Display advertising is a big priority for the brand, with the channel accounting for 71%  of their current ad spend. Read on for more insights from VISIT FLORIDA’s recent digital advertising activity and download the full report here.

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Topics: Ad Strategy

How to Win Your Next Paid Advertising RFP using Competitive Ad Intelligence

Jordan Kramer

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.

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Topics: Ad Strategy

Brand of the Week: Kind Snacks

Jordan Kramer
Have you heard of Restless Palate Syndrome? If not, you most likely haven’t visited Lifehacker.com or theonion.com recently where Kind Snacks is running their new digital campaigns. The brand, known for it’s natural line of bars and other food products, recently launched a new flavor competition accompanied by parodied medical commerical inspired video creatives to get your attention online.
 
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Read on for digital insights from Kind Snack’s ad strategy over the last thirty days across desktop, mobile, and video. Don’t forget to sign up for the free report detailing spend and impression data, plus top sites and more.
 

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Topics: Ad Strategy

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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