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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

How to Win Your Next Paid Advertising RFP using Competitive Ad Intelligence

Jordan Kramer

RFPs often take time and resources away from current clients and viable leads. And while it’s an opportunity being handed to you, it’s likely being handed to at least a handful of other companies with the same solutions. While you don’t want to pass up an opportunity, sometimes there’s no way to be confident you can win the business.

So what powers a winning response?

Plenty has been written about the steps to a winning RFP response, from unpacking and truly understanding specific requirements, to making sure the final submission exudes clarity, brevity and style.

In between all that, there are two critical parts of a winning response that stand out for our purposes here: 

  • Understanding the context of the prospect’s status quo – their category and competition.
  • Differentiating yourself — demonstrating with data-driven recommendations why you are the best choice.

How do you tackle these? That’s where digital advertising intelligence come in.

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Topics: How Ad Intelligence Can Boost Performance

What Is Ad Intelligence and How Can It Benefit Brands?

Jordan Kramer

Digital advertising has a transparency problem.

Brands have a difficult time gaining insight into what they’re paying for or where their ads are being placed. 

On top of all this, the cost of digital ads overall has increased by 12 percent within the last two years, meaning brands are paying more, yet still don’t have a better look into how ads perform or where they appear. 

This problem is not going away. Major ad providers like Google are working to address where ads are placed, which is a positive development. But third-party networks and providers have done little to make digital advertising more transparent. 

Brands are the ones who lose in this environment.

But it doesn’t have to be this way.

Ad intelligence solutions provide clarity in an unclear advertising ecosystem. In fact, if your brand is running significant numbers of ads online, ad intelligence solutions are absolutely critical to getting the best return on your investment.

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Topics: How Ad Intelligence Can Boost Performance

Digital Competitive Intelligence Report: Equifax vs. TransUnion

Jordan Kramer
We recently looked at digital trends amongst the top credit reporting companies during 2016, including Experian, Credit Karma, Equifax, and TransUnion. This extremely competitive market relies heavily on desktop/display advertising to get the attention of consumers in need of credit score information and monitoring. Equifax and TransUnion, two of the biggest contenders in the space, compete daily for share of wallet from their target audience. But how are they competing with their ad strategies?
 
Using Pathmaticsproprietary, real-time digital spend and impression data. We looked at the current advertising strategies for Equifax and TransUnion. This data, covering desktop, mobile, and video placements, uncovers how each brand is spending their digital budgets, the sites being targeted, and partner insights. Here’s a look at how their buying plans are stacking up so far in 2017.
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Topics: How Ad Intelligence Can Boost Performance, Financial Services 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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