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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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Why Your Brand Has a Transparency Problem—and What to Do About It

By Ken Roberts on Mar 28, 2018 11:00:00 AM

Your brand has a problem. The only question is whether or not you know it.

In the last year, brands have faced a slow-burning crisis as they’ve seen their ads appear on racist or inappropriate sites and next to offensive content.

Your brand may have experienced something similar. Or, it could be happening to you now and you don’t even know.

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The Top 5 Mobile Destinations for Travel Advertisers

By Jordan Kramer on Mar 22, 2018 10:00:00 AM

How are travel brands spending on digital? For the majority of the category, desktop display is still a top priority in their digital advertising strategies. Display advertising consumed nearly sixty percent of the category’s digital spend during Q4 2017.
 
Looking at mobile web, the channel accounted for over $21M of the travel category’s digital advertising spend in Q4. Which publishers are top brands like Marriott, Enterprise, and NBC Universal Parks & Resorts targeting on mobile? Here are the top five mobile display sites for the travel category in Q4.
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Download the Q1 2018 Top Advertisers Report

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