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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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Brand of the Week: Hallmark Cards

By Jordan Kramer on Dec 15, 2017 1:02:08 PM

If your holiday cards aren’t already in the mail, Hallmark is trying to remind you t hrough their digital advertising campaigns that you can still send their Signature line of cards. The heavy hitting Gifts & Occasions brand began steadily increasing their digital spend following Thanksgiving to promote their holiday cards, Keepsake Ornaments, and Crayola products leading into the holidays.
 
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Where is the brand focusing their digital efforts? Check out the latest Brand of the Week report for their full strategy over the last thirty days and read on for insights.
 
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Brand of the Week: Home Chef

By Jordan Kramer on Dec 10, 2017 10:12:15 AM

As companies that sell convenience continue to gain steam across the US, food delivery services and more specifically, meal-delivery services, are fighting harder than ever in an increasingly crowded space. With over one hundred meal delivery companies trying to capture the attention of consumers and tap into a $400M market, larger brands like Albertsons are also getting into the game. 
 
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How are players in the meal kit industry advertising across digital to keep up with the market? With Pathmatics' newly launched Social Advertising Intelligence, we can look at how brands like Home Chef are spending their digital dollars across multiple digital device-types. To download the entire report, click here, and read on for more insights.
 
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Brand of the Week: JPMorgan Chase & Co.

By Jordan Kramer on Dec 1, 2017 4:32:24 PM

With all that holiday shopping you are inevitably doing, it’s the perfect time of year to promote credit cards with flashy perks. For JPMorgan Chase & Co., they are hoping that you are booking a vacation over the holidays, or at least a flight. The financial services brand has been heavily targeting travel sites to promote credit card partnerships with airline partners.
 
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Here’s a look at how the brand was spending their digital ad budget over the month of November leading into the holiday travel season. To download JPMorgan’s digital activity over the last thirty days, including spend and impression data, in addition to top sites and programmatic partners, click here.
 
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Brand of the Week: The Coca-Cola Company

By Jordan Kramer on Nov 17, 2017 12:23:34 PM

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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Brand of the Week: Discover Financial Services

By Jordan Kramer on Nov 10, 2017 1:12:58 PM

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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Brand of the Week: Harley-Davidson

By Jordan Kramer on Nov 5, 2017 6:56:42 AM

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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Brand of the Week: Dish Network

By Jordan Kramer on Oct 20, 2017 3:21:30 PM

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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Brand of the Week: Prudential Financial, Inc.

By Jordan Kramer on Oct 13, 2017 12:49:53 PM

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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Brand of the Week: Expedia, Inc.

By Jordan Kramer on Oct 6, 2017 4:16:15 PM

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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