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Kaeping Up With Nike's Digital Strategy

By Jordan Kramer on Sep 13, 2018 1:32:51 PM

If you’re in the marketing and advertising world, you’ve no doubt seen Nike’s newest campaign that dropped last week featuring estranged NFL quarterback Colin Kaepernick. The powerful and shocking ads range from print to video showcasing the former footballer with the taglines “It’s only crazy until you do it” and “Believe in something. Even if it means sacrificing everything."
 
What does Nike’s choice say about the status of marketing in in 2018? Responses are still rolling in, with some burning their Nike products, to others celebrating the campaign’s stance. Overall, it was a risky move for the brand that fortunately seems to be working. Here’s a look at the company’s most recent campaign and how their strategy stacks up to competitors.
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Agencies Are Facing an Ad Transparency Crisis (and What To Do About It)

By Jordan Kramer on Sep 10, 2018 7:00:00 AM

Did you know hidden programmatic advertising fees called “tech taxes” account for more than half of all programmatic spend? According to Warc, over $30 billion of the $63.4 billion spent on programmatic advertising went to technology vendors in 2017.

The lack of transparency in digital advertising has caused major brands to create their own in-house ad agencies. In fact, an Association of National Advertisers report shows that a full 35% of brands have brought programmatic in-house largely thanks to transparency concerns.

On top of that, Facebook, Google, Amazon and others are now competing to be the ad delivery platforms of the future, cutting into traditional agency lines of business. According to The Atlantic, 90% of the growth in digital advertising went to Facebook and Google alone in 2017.

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Takeovers & Social: How Summer Movie Blockbusters Are Strategizing on Digital

By Jordan Kramer on Aug 6, 2018 9:00:11 AM

Summer 2018’s blockbusters have a common theme: each one builds on earlier franchises. The summer movie season, defined as the first Friday in May through Labor Day Weekend, is filled with characters most of us have seen before – whether animated, comic book hero, from a galaxy far away, or even…a dinosaur.  And several of them also share a digital advertising strategy.

Read on to see how this summer’s top movies are advertising online with digital insights from each film’s ad strategy over time across device-types. 

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What Is Social Ad Intelligence (and Why Should You Care)?

By Jordan Kramer on Jul 20, 2018 5:08:02 PM

Nearly 1.5 billion daily active users logged on to Facebook last quarter. That’s almost 20% of the world’s population. 

This is good news if you’re a digital advertiser. 

Think about it. Social networks make it possible for brands to connect with billions of consumers around the world.

But there’s one problem with having such a large audience. How are you supposed to measure the effectiveness of your campaigns? 

That’s where Pathmatics comes in.

Read on to learn about Pathmatics social capabilities and how you can use these features to improve your social media advertising plan.

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Saving Face: How Facebook Has Refreshed Their Corporate Ad Messaging

By Jordan Kramer on Jul 6, 2018 12:30:00 PM

Facebook has been a fixture in the news since the last presidential election, with CEO Mark Zuckerberg appearing in front of Congress in Fall 2017 to answer questions regarding the flourishing of fake news and selling ads to Russian propaganda-ists.

It’s fair to say the social media giant isn’t having the smoothest year. Read on to see how Facebook is responding online with digital insights from their ad strategy over time.

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Which Brands Launched Big Social Campaigns This Week?

By Jordan Kramer on Jun 22, 2018 9:00:00 AM

As the summer solstice came and went, so did a number of social ad campaigns this past week. Top advertisers on Facebook mobile took advantage of the season, launching new campaigns to promote everything from discounted mobile phone plans to weekly grocery specials.
 
Here’s a peak at a couple of the biggest campaigns by spend and impressions released on social last week. This data is powered by our panel-based, social ad tracking intelligence - data our customers have access to daily, detailing any brand’s advertising strategy across device-types.
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May's Top Advertisers Across Device-Types

By Jordan Kramer on Jun 21, 2018 9:00:00 AM

Kicking off May of 2018, the Retail category dominated by relative frequency of impressions across display, mobile, social, and video digital advertising channels. Big ad spenders like WalMart, Target, Wish.com, and Amazon led the charge targeting top sites like Facebook and YouTube.

Almost 65% of digital ad spend for the Retail category in May was invested in social advertising. Chances are, if you are a Facebook user, you came across an ad for WalMart, Target, or Wish.com.

The Financial Services category followed, spending 54% of total monthly budget on desktop display and only 18% on social –which illustrates an entirely unique strategy and target community from the Retail category.

While Retail garnered 19.8 B relative impressions in May 2018, Financial Services wasn’t far behind with 17.7 B.

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The Q1 2018 Top Advertisers Report

By Ken Roberts on Apr 30, 2018 11:03:00 AM

Kicking off the first quarter of 2018, the Financial Services category continued to dominate by relative frequency of impressions across display, mobile, and video digital advertising channels. You probably came across an ad for LendingTree, Geico, TurboTax, and H&R Block on sites like AOL, YouTube, and MSN.

The Financial Services category spent over $582.7M across platforms for the quarter, with the Retail category following at $485M across platforms. Retail looked to desktop display and video as the biggest parts of their advertising campaigns while Financial Services advertisers focused on display.

Almost 60% of digital ad spend for the Financial Services category in the First Quarter was invested on display advertising, up from 56% in Q4 2017. Financial Services brands historically focus on display as a key piece of their digital strategy to drive conversions for activities like credit card sign-ups, mortgage inquiries, and overall financial related items that consumers are more comfortable doing from a desktop computer.
 
The increased share in display detracted slightly from remaining channels: social advertising slightly decreased from 21% in Q4 to 20% in Q1. Similar 1% decreases occurred in video and mobile, with a very slight uptick of share (1%) in mobile video.
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5 Useful Tips on How to Write Better Digital Ad Copy

By Ken Roberts on Apr 12, 2018 11:00:00 AM

It's easy to overlook ad copy when building new creatives. Sometimes we get so wrapped up in the design process that we disregard the message itself.

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5 Ways to Create the Best Digital Advertisements

By Ken Roberts on Mar 30, 2018 10:59:47 AM

Low-cost digital ad creatives that produce impressions are key to successful advertising campaigns.

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Download the Q1 2018 Top Advertisers Report

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