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Brand of the Week: The Hertz Corporation

Jordan Kramer
Itching for a road trip? Car rental giant, The Hertz Corporation is hoping you are after upping digital advertising spend leading into the summer months. The company is now experiencing its highest ad spend year-to-date, focusing on getting you on the road to your next destination. The parent company of Advantage, Firefly, and Hertz Rental Car companies, in addition to Herc Industry Rentals, recently dropped MEC as their media agency and looks to be buying digital in-house for now.  
 
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For agencies and sellers looking to court the brand, stay focused on display. Hertz prioritized display as their top device-type for the year and the channel has consumed nearly 90% of the brand’s digital budget over the last thirty days. Download The Hertz Corporation’s entire display strategy, including spend and impression data, here and read on for more insights.

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Topics: Brand Strategy

Brand of the Week: Nordstrom

Jordan Kramer
Nordstrom recently had their well-publicized, yearly Anniversary sale that went from July 21st until August 6th. The giant retailer also released their Q2 earnings this week, topping expectations with positive sales amongst the department store category. The company’s “One of a Kind Sale” as it was messaged this year, was a huge focus for their digital efforts over the last thirty days. It is also  rumored that Nordstrom brought their digital in-house for the remainder of 2017, and is on the look-out for a new media agency.
 
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See Nordstrom’s entire display plan with our free Brand of the Week Report here, and read on for more insights from their creative and site strategy below.

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Topics: Brand Strategy

Brand of the Week: Subway

Jordan Kramer
Announcing plans for a “ digital makeover” across all facets of their business last year, Subway is staying true to their word. Already outspending their digital advertising budget for 2016 by over $2M, and with five months left in the current calendar year, the world’s largest sandwich chain is trying to keep up with the times and target millennial consumers. Doing away with messaging focused on healthy eating, the brand is repositioning itself with a new digital team and also, a new [ recently announced] agency review.
 
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Subway is the current ninth top digital advertising spender in the Food & Drink category, spending over $4M across desktop, mobile, and video over the last thirty days. The brand just began upping their video spend for the first time this year in July, now accounting for just over 60% of their entire digital budget. Throughout 2017, Subway has focused more on desktop/display placements before switching their mix in the beginning of Q3. Download their full digital advertising plan in the new Brand of the Week report, and read on for highlights from their current creative strategy.

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Topics: Brand Strategy

Brand of the Week: Land Rover

Jordan Kramer
What’s driving you? That is the question Land Rover is asking in some of the auto manufacturer’s latest creatives on digital. The brand, under the parent company Jaguar Land Rover, is currently undergoing a media review until October, amidst hiking up digital spend on display.
 
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Read on for a look at how Jaguar Land Rover is budgeting out digital spend between their two brands, and more insights from Land Rover’s current display strategy. To download the entire advertising report click here.

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Topics: Brand Strategy

Brand of the Week: ConAgra Foods

Jordan Kramer
Rumors are  swirling that ConAgra - the behemoth parent company that counts Hebrew National, PAM, and Healthy Choice in their roster - has taken their programmatic buying in-house. For a brand that has spent over $8M on digital over the last twelve months, with only 30% of that going direct to publisher, that is a hefty programmatic budget for the brand to work with.
 
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Read on for highlights from ConAgra's current digital buying plan, and see the brand's entire digital advertising strategy in our new Brand of the Week Report.

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Topics: Brand Strategy

Brand of the Week: YETI

Jordan Kramer
The rugged brand you may have come across on the bed of a truck or on your last fishing trip, recently moved media agencies amidst corporate wide changes and growth. YETI, the Austin, TX based outdoor goods manufacturer expanded their product line this year and in turn, recently  switched their media buying and planning over to Backbone Media from Mediavest/Spark (Publicis). The incumbent agency has handled media for YETI since 2013 in the competitive cooler category that has been heating up as other brands like RTIC, Pelican, Engel, and Igloo had stepped up their games. Pathmatics partner Winmo reports that McGarrah Jesse is still handling creative for the brand, and Backbone has functioned as their PR/earned media agency before taking over all media just in time for holiday season planning.
 
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Last month’s Father’s Day was a large focus for the company, known for it’s high-end coolers and other products appealing to the outdoor, hunting, fishing, rodeo and barbeque verticals. With masculine messaging and images in their creatives, the brand has increased their display presence accounting for 87% of their digital spend. Read on for highlights from YETI's recent creative campaigns, and download their entire display strategy in our new Brand of the Week Report.

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Topics: Brand Strategy

Brand of the Week: The Home Depot

Ken Roberts

When it comes to digital advertising in the Home Improvement category, there's an 800-pound gorilla (The Home Depot) and a 400-pound gorilla (Lowe's). And then there's everyone else.

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This week, we're looking at The Home Depot and how they compete for share-of-voice against Lowe's and the other Home Improvement players.

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Topics: Brand Strategy

How to Increase Brand Visibility: 3 Strategies

Ken Roberts

It’s the question on the mind of marketers and advertisers everywhere: how do you make your brand stand out online?

With all the noise out there, attention comes at a price. Often, it’s a hefty one. The cost of digital ads alone has increased by 12 percent within the last two years.

Where do you secure brand placements? How much should you spend on them? What results does better brand visibility actually produce?

Effectively answer these questions and expect your brand to secure real lift, visibility and value from its outreach efforts. On the other hand, fail to answer these questions and you may be spending more money, time and energy for less result.

So how can you get better brand visibility?

Our research and proprietary data show that there are three major strategies.

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Topics: Advertising Campaigns, Ad Strategy, Brand 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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