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Brand of the Week: The Coca-Cola Company

Jordan Kramer
Between the recent World Series, football, basketball, and hockey seasons - we’re in the thick of the peak of sports seasons. The Coca-Cola Company is taking full advantage of these opportunities, making sports publishers a big piece of their digital advertising strategy.
 
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With a re-launch of a popular beverage, in addition to promoting sub-brands such as Smart Water and Gold Peak Tea, The Coca-Cola Company has been busy this Q4. See how they are advertising in the US and Canada, plus how their strategy measures up to one of their top competitors in the latest Brand of the Week Report.
 
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Topics: Food & Drink Category, Brand of the Week

Brand of the Week: Discover Financial Services

Jordan Kramer
With the holidays quickly approaching, financial services companies are gearing up for a big finish to Q4 and kick-off to the New Year with credit card offers across digital. Discover Financial Services, the fourth largest credit card company in the US, typically ramps up ad spend during this time, peaking during the month of December.
 
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After switching up their media planning & buying last year from Dents Aegis’ Vizeum to Publicis’ Spark, Chicago, we have seen their video spend increase while focus on display has subsided. Here’s a look at how the financial services brand is buying across digital, and the campaigns they are running.
 
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Topics: Brand of the Week, Financial Services Category

Brand of the Week: Harley-Davidson

Jordan Kramer
With a new line of rides, Harley-Davidson is getting ready for 2018 to target their goal of 2 million riders over the next 10 years. How are they accomplishing this goal on digital? By incorporating video advertising into their budget in an attempt to reach the elusive millennial market to diversify their customer-base across demographics.
 
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Facing stiff competition from Honda’s new motorcycle models, in addition to big brands such as BMW and Suzuki’s bike market, Harley-Davidson is investing more on digital than ever. Here’s a look at how they are buying across device-types, and the campaigns the brand is running.
 
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Topics: Auto Category, Brand of the Week

Brand of the Week: Dish Network

Jordan Kramer
As cord cutting increases amongst generations across the board, cable and media companies face a tough challenge in delivering their services to a target audience. During Q1 of 2017, it is estimated that over 760K consumers cancelled their satellite or cable TV subscriptions. This, in addition to stocks dropping amongst concerns of customers jumping ship and the paying TV category is walking a tough line in finding new users and keeping their current ones.
 
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Dish Network, a satellite service company, foresaw this change and launched the streaming service Sling TV in February of 2015 to offer their own alternative to cord cutters. DirecTV, in addition to other companies within their competitive space, have followed suit in beefing up their service offerings. Here’s a look at how Dish is advertising their offerings online, and how their streaming service’s ad strategy measures up. Is the parent company spending more on Sling TV ads compared to ads of their own?
 
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Topics: Media Category, Brand of the Week

Brand of the Week: Prudential Financial, Inc.

Jordan Kramer
Financial Services advertisers are gearing up for Q4 - a time when we historically see advertising budgets increase for the vertical. Investment and retirement focused  brands are trying to get more creative with their ad strategy in order to not only reach new audiences, but also fight in a crowded space for your hard-earned money.
 
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For Prudential Financial, that means investing in more video advertising than ever before. The brand has flipped their ad strategy from one year ago, testing out high-value video campaigns in an effort to raise more brand awareness and overall new business. Check out their entire digital strategy in the latest Brand of the Week report.

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Topics: Brand of the Week, Financial Services Category

Brand of the Week: Expedia, Inc.

Jordan Kramer
Planning a holiday getaway coming up? Digital ad spend for Expedia, Inc. has been gradually increasing throughout the month of September as the advertiser introduced over one hundred new creatives to promote sub-brands such as Hotwire and VRBO.
 
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The reservation engine company also counts Hotels.com, Trivago, Orbitz, Travelocity, CarRentals.com, HomeAway, and its namesake Expedia, amongst others, in it’s portfolio. Trying to cover every aspect of your vacation online, Expedia, Inc. faces tough competition in a crowded market against heavy hitters like Priceline and TripAdvisor. Here's a look at how the brand is competing online across desktop, mobile, and video.
 
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Topics: Brand of the Week, Travel Category

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

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

Brand of the Week: Campbell's Soup Company

Jordan Kramer
With the return of football season, big brands are cozying up to the 50-yard line with new ad campaigns. CSC Brands (Campbell’s Soup Company), an official NFL sponsor this year, is using the kick-off to promote a new addition to their Chunky soup lines.
 
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According to Winmo, CSC is looking to accelerate their digital efforts and beef up their marketing plans for its US soup portfolios to continue growing share of the Chunky and Well Yes lines. With that, there will be opportunities for both the agency and publisher sides to get in on the action. See how CSC Brands is spending across digital with our latest brand of the week report.
 
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Topics: Food & Drink Category, Brand of the Week

Brand of the Week: Brinker International

Jordan Kramer
Babyback ribs, anyone? Brinker International, the parent company of Chili’s Bar & Grill and Maggiano’s Little Italy, recently launched a media review according to Winmo (a Pathmatics partner). The company bid farewell to their AOR of ten years, Hill Holiday, recently and is looking to “ engage agencies for work on a project-basis.
 
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Looking to court the newly single Brinker International from either the agency or publisher side? Download their full digital strategy over the last thirty days, and see insights from their recent buying trends below.
 
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Topics: Food & Drink Category, Brand of the Week

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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