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How to Boost Desktop Impressions for Your Next Campaign

Jordan Kramer

You might be prepped with intriguing brand messaging, well-designed creatives, and an intentional ad strategy. But, are you satisfied with reach? 

The only way to make an impact is to be seen—on the right channel by the right audience. The good news is, you don’t necessarily need to flip your entire ad strategy; maybe it just needs tweaking to boost impressions. 

In this post, we’ve included three quick tips to increase desktop impressions for your next campaign.

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Topics: How Ad Intelligence Can Boost Performance

How to Get More Out of Your Programmatic Budget Using Ad Intelligence

Jordan Kramer

Sometimes, there just isn’t any more money left for your programmatic budget. No matter how successful a campaign or how important the strategy, you may encounter a hard stop on the amount you can secure for your advertising efforts. 

When that happens, it’s time to do more with less. And one way to get a ton more value out of your existing ad budget is by using ad intelligence software in four creative—and money-stretching—ways.

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Topics: How Ad Intelligence Can Boost Performance

3 Trends in Digital Advertising: H1 2017 Roundup

Ken Roberts

Pathmatics gives brand managers a massive amount of data right at their fingertips. But volume of data isn’t enough. It must be used sensibly if you want to improve your digital advertising strategy.

The rise of automated ad buying over the past few years has created a more complex, less transparent advertising industry that leaves brand managers with unanswered questions like, “Am I spending my budget efficiently?” or “Where is my budget really going?”

It also leaves us questioning what our competitors are doing, and where the industry is headed. With such a lack of transparency, it’s hard to know how effective or competitive your ad spend strategies really are. 

Pathmatics cuts through the confusion with ad intelligence software powerful enough to not only identify where brands are spending, but also piece together the path each ad took before it was delivered to the audience. For the sake of a more transparent digital advertising world, we wanted to share this proprietary data with you.

Here are some of our top insights on the state of digital in 2017, based on H1 data.

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Topics: How Ad Intelligence Can Boost Performance

The Top Display and Mobile Ad Networks in Q2

Jordan Kramer

During Q2, over $2.7B was spent by the top 500 advertisers across desktop, mobile, and video. On desktop, direct buys fueled the majority of ad spend, but ad networks took in thirteen percent of spend and delivered 38% of display impressions. On mobile, ad networks represented fifteen percent of the total spend share for the top 500 advertisers and were responsible for 40% of mobile impressions.

Which ad networks raked in the most money and fueled the most digital impressions during Q2? 

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Topics: Reports, How Ad Intelligence Can Boost Performance

How to Become an Ad Spy

Jordan Kramer
Looking to become a bit more Bond-like to spy on your competitor’s digital advertising activity? There are ways for you to do that on a daily basis, because let’s face it, your competitors are already spying on you.
 
Beat them at their ad game with these tips to stay ahead, and keep your strategy responsive to real-time market changes.

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Topics: How Ad Intelligence Can Boost Performance

How to Budget for Desktop, Mobile and Video Using Your Competition’s Top Allocation Strategies

Jordan Kramer

Where should you put the budget for your next digital ad campaign? Desktop, mobile or video? It’s often difficult to choose an effective budget allocation strategy for any new campaign, as you don’t have the data to back up which channels are most successful for your new approach.

Whether you’re using new ads, or you’re targeting an entirely different audience, deciding which channels will reach the most appropriate viewers can feel like flying blind.

So how about…don’t fly blind.

Using competitive ad intelligence, you can identify how your competitors are budgeting and use this intel to inform your next campaign. Not only will this ensure a more targeted approach, but you’ll be able to reach more of your competition’s audience, as well. 

Let’s walk through an example.

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Topics: How Ad Intelligence Can Boost Performance

How an Ad Intelligence Tool Provides ROI for Marketing Departments

Ken Roberts

If you could effortlessly prove ROI on your paid advertising, month over month, how much easier would your job as a marketer be? 

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Topics: How Ad Intelligence Can Boost Performance

How to Convince Your Brand Manager to Spend More on Digital with Competitive Intelligence

Jordan Kramer

You know you need to be spending more on paid digital advertising. Your brand is not going to reach its quarterly or yearly goals at this rate, and you’ve optimized and re-optimized your digital campaigns. There’s just not enough money in the budget.

But this can be hard to prove to the brand manager or marketing director. Luckily, competitive intelligence software gives you access to crucial data to back up a budget pitch. Having competitor data, compared side-by-side with yours, could be the missing element of an effective ask.

Let’s walk through the competitive data you can take to the financial decision makers for a budget boost. 

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Topics: How Ad Intelligence Can Boost Performance

Pros and Cons of Ad Intelligence: Is It Really Worth It?

Jordan Kramer

You’re already strapped for budget as a paid digital advertiser. Why would you want to use part of your budget to pay for ad intelligence software? Or worse yet, have to set up a meeting to ask for more budget?

Often, ad intelligence software can prove its worth in the value it brings to your advertising strategy. Better advertising strategy equals more effective spending. But it’s not for every brand.

First, let’s define what kind of ad intelligence software we’re talking about, and then we’ll get into the details about whether ad intelligence is worth the cost.

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Topics: How Ad Intelligence Can Boost Performance

5 Tactics to Monitor Your Competition’s Digital Ad Strategies

Jordan Kramer

Want to know what your competitors are up to in terms of advertising? Of course you do. How other brands are advertising can offer clues into their next big move, who they’re targeting, how well the brand is performing financially and so much more.

Having access to where, how and how much your competitors are spending, as well as what they’re promoting, is key to remaining competitive.

Here’s how to get started spying on the competition.

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Topics: How Ad Intelligence Can Boost Performance

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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