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Meet the Top 3 Retailers Who Spent the Most on Ads This Holiday Season

By Jordan Kramer on Dec 22, 2016 2:00:00 PM

‘Tis the season for spending. To get consumers in the virtual or physical door, retailers are spending heavily to get us to open our wallets as the holidays approach. From December 1 to December 15 alone, retailers spent more than $67 million on digital advertising across desktop, mobile, video and content channels. That serious cash resulted in serious numbers of impressions, 6.9 billion in total. 

While the sector as a whole went a little holiday crazy, the top three retailers by spend are largely responsible for most of the retail industry’s activity in the first two weeks of December. Using Pathmatics proprietary data, we analyzed the top three retailers by spend for December 1 to December 15. The numbers show a battle between old and new retailers for consumer share.

Who reigned supreme? Read on to find out.

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Black Friday & Cyber Monday: Which Retailers Spent the Most on Digital?

By Jordan Kramer on Dec 6, 2016 7:31:45 PM

We thought last year’s  Black Friday and Cyber Monday figures were big, but 2016 went even bigger. Earning the title of the “Largest Online Sales Day In History,” Cyber Monday raked in over $3.39B . Black Friday also exceeded expectations, going over the $3B mark for the first time in history, almost beating out Monday’s record-breaking numbers with $3.34B in sales . What does this mean for advertisers? They’re spending more, too

According to AdRoll, digital advertisers spent 17.9% more this year on Black Friday compared to last year. Retail was the top advertising category for the week of November 21st to November 28th, 2016 across desktop, mobile+tablet, and video channels. Read on to see the top five spenders for the Retail category, and how they were buying on digital.

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Southwest vs. Virgin Airlines: How Their Advertising Strategies Are Ramping Up for the Holidays

By Jordan Kramer on Nov 21, 2016 6:17:38 PM

Going on a trip over the holidays? You aren’t the only one. With the busiest travel season in nine years just about to kick-off, travel advertisers have some serious dollars to fight for. Nearly 48.7M Americans will be traveling over Thanksgiving week alone, and with Christmas only a few weeks away, the travel plans are only beginning. 
Zeroing in on the airline industry, Virgin America Airlines is a smaller airline raking in approximately $1.529B during 2015 (and also awaiting an acquisition by Alaska Airlines). Southwest Airlines, on the other hand, is much larger - over ten times larger - bringing in $19.82B during 2015. While these two airlines are on different sides of the revenue table, they are fighting for the same eyes online. Let's take a look at how their digital advertising strategies compare across channels over the last thirty days.
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What Competitive Intelligence Could Teach Big Retailers This Holiday Season

By Jordan Kramer on Sep 12, 2016 11:00:00 AM

November is only two months away, as is the upswing in Black Friday and holiday advertising. We looked back at what happened last year in the retail sector’s holiday advertising so you can apply these insights to this year’s strategies.

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How Online Floral Retailers Were Advertising For Mother's Day

By Jordan Kramer on May 26, 2016 2:35:51 PM


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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10 Brands Banking on Your New Year's Resolutions

By Jordan Kramer on Jan 15, 2016 5:46:19 PM

Now that we're two weeks into 2016, how are your resolutions (if you made any) going?  According to The Huffington Post, the most popular resolution for the New Year was "live life to its fullest," followed by living a healthier lifestyle, losing weight, reducing debt and saving cash, all of which creating great advertising opportunities for brands to capitalize on. From the Health & Fitness category to Finance, Travel and Education - brands know to target the sweet spot between Christmas and New Year's Day when hopeful and optimistic consumers are deciding which resolution route to go.  With that in mind, brands are putting more and more digital resources into play during this time to win your hard-earned dollars.

Here's a look at 10 brands banking on your New Year's resolutions, so much so that they increased their impression share during the holidays by over 1.5x compared to their 30 day average across US desktop (Pathmatics Data, 12/25/15-1/8/16).  We included the largest spike day for each advertiser in addition to their purchasing strategy and top three sites.  Cheers!

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Cyber Monday Recap

By Jordan Kramer on Dec 18, 2015 1:39:00 PM

You’re not the only one opening up your pocketbook this holiday season.  Major retailers are turning their dollars to digital to grab your attention, and your dollars, online.  While traditional means of mailers, TV and radio spots are still effective, the most forward-thinking retailers are taking advantage of a digital economy—and it’s paying off. 
Nearly 50% of shoppers plan to shop for gifts online this holiday season. Add this to an estimated $79.4B pot of expected ecommerce sales and retailers have a lot to fight for. What digital strategies did the top advertisers employ to drive sales?  We explore the who, what, why, when and how of Cyber Monday.
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Top Cyber Monday Advertisers for 2014

By Nirav Chatterji on Dec 9, 2014 3:57:18 PM

Cyber Monday broke records this year with a 17% increase in online spending compared to last year bringing total online sales to just over 2B (comScore).  The top advertisers all fought for the valuable eyes...and dollars...of the digital world.  Below are the year's biggest winners, or you can download the list in its entirety here.

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Top 10 Cyber Monday Creatives 2014

By Nirav Chatterji on Dec 9, 2014 3:57:00 PM

Creative is the lifeblood of any campaign, especially during the biggest e-commerce day of the year.  Sprint topped our Black Friday list but this year's Cyber Monday Top Advertiser was Best Buy which explains them having the #2 & #3 creative by impression volume.  Sprint's influence from the shopping weekend carried over to claim the #1 top creative.  Download all of the top advertisers from the weekend here.

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Top 10 Black Friday Creatives 2014

By Jordan Kramer on Dec 9, 2014 3:57:00 PM

Another Black Friday has come and gone and we have the top 10 creatives by impression volume from the shopping holiday weekend.  Sprint came in as the #1 Black Friday advertiser for 2014 (see the top 5 here or download the top 50 here) and also took 4 out of the top 10 creatives.  T-Mobile ranked #8 overall and had 3 creatives in the top 10.

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