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Brand of the Week: 1800Flowers

Jordan Kramer
With Mother’s Day fast approaching on May 14th, the race is on for online floral retailers to launch their largest campaigns of the year. In 2016, 1800Flowers spent $500K on desktop/display placements in the two weeks leading up to the holiday. This year, the brand started ramping up three weeks before Mother’s Day, dropping nearly six figures in the three days from Monday, April 24th to Wednesday, April 26th. That’s fifty percent of their total display spend from the month prior.
 
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For 1800Flowers, display advertising is everything - consuming 90% of the brand’s digital spend from March to April. Read on for more insights from their display strategy, and download the full Brand of the Week analytics report here
 

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Topics: Brand of the Week, Gifts & Occasions Category

How Online Floral Retailers Were Advertising For Mother's Day

Jordan Kramer

 

May flowers have been blooming, especially in creatives targeted for Mother’s Day earlier this month. Ranking as the top holiday for floral companies, even beating out Valentine’s Day, there are plenty of consumer dollars to be fought over. An estimated  $21.4B was spent on moms in 2016 in the US, compared to the $19.7B spent on Valentine’s Day. $2.4B of Mother's Day spend went to flowers, or about $29 per person. Online floral retailers live for this day, dumping copious amounts of ad dollars into creatives, across all channels, to grab your attention.
 
The Bouqs Company, a relative newcomer in the space, recently closed their  Series B round and made their largest digital advertising push to date for Mother's Day 2016. Veterans 1800Flowers and ProFlowers continued to make a huge impact, per usual. Here’s a look at how these three companies were advertising in the two weeks leading up to the holiday on desktop.
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Topics: Holiday Advertisers, How Ad Intelligence Can Boost Performance, Gifts & Occasions Category

5 Valentine's Day Advertisers That Met Their Match Online

Jordan Kramer

Valentine’s Day advertising is always fun to watch. It starts slow, then ramps up with new daily creatives, reminding hopeful customers just how many days they have left to buy chocolates, flowers, jewelry, and other gifts. (Or, for some brands, assuring them that they can still find love.)
 
While the same top advertisers usually vie each year, what’s interesting is where those advertisers are spreading their money online. What sites are they going after and how are they buying impressions on those sites?

We looked at brands whose desktop display advertising not only spiked leading up to the holiday, but  also had a single site at the "heart" of their spikes. For the five advertisers featured below, a significant share of each of their pre-Valentine’s Day surges was attributed to a push on a single site.
 
Check out the details for these five brands: which sites, how they purchased impressions, plus their creatives and flight dates.
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Topics: How to Build More Effective Ad Campaigns, Gifts & Occasions Category

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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