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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: 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

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: Food & Drink Category, Brand of the Week

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: Food & Drink Category, Brand of the Week

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: Food & Drink Category, Brand of the Week

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: Food & Drink Category, Brand of the Week

Brand of the Week: The Kraft Heinz Company

Jordan Kramer
For as large of a company as Kraft Heinz is - with revenues exceeding $4.4B per quarter   - the advertiser spends the majority of their digital budget on display advertising. In the last thirty days alone, 89% of The Kraft Heinz Company’s digital budget was invested across an average of 150 desktop sites per day. Mobile web and desktop video placements consumed the last of the brand’s digital budget. 
 
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Considering the value of desktop/display advertising to Kraft Heinz, this week’s Brand of the Week Report unveils their display strategy. Understand which partners the advertiser is using to place programmatic buys, the sites they are targeting, and the creatives they are running. Read on for more insights and download the full report here.
 

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Topics: Food & Drink Category, Brand of the Week

Exclusive Data on the Top 7 Food and Drink Advertisers, from McDonald’s to Anheuser-Busch

Jordan Kramer

The food and drink industry spent more than $97 million on digital advertising in February alone. In fact, the vertical is the seventh top advertising industry, according to Pathmatics ad impression data.

Given the impulsive and frequent nature of food and drink purchases, it’s crucial for these brands to stay top-of-mind. With the top seven advertisers taking more than 22 percent of the industry’s impressions, they’re capturing almost a quarter of the industry’s entire impressions. So how do other brands compete for brand awareness in this industry? 

By analyzing the successful advertising strategies of these top competitors and making them their own. Below, we’ll highlight some of the advertising strategies of the top industry spenders to help you get started. 

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Topics: How to Build More Effective Ad Campaigns, Food & Drink Category

Brand of the Week: The Hershey Company

Jordan Kramer
Subscribe to our newest report -- The Brand of the Week!
 
By now, you have inevitably been swallowed into a candy sea as Halloween weekend is about to commence. A couple weeks ago, we took a look at Mars Incorporated’s desktop ad strategy and now we are looking at their competitor, The Hershey Company. During a time where most people are constantly refilling the candy bowls, the digital fight has been on all month.
 
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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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