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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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TurboTax Emerges As January's Top Display Advertiser

By Jordan Kramer on Mar 2, 2018 10:00:00 AM

With the New Year, comes the return of Tax Season! While the Financial Services category is a continual leader on digital by spend and impressions, a few of its top brands have re-surfaced to get your attention. Both TurboTax and H&R Block made a resolution to target consumers online before W2’s hit your mailbox by breaking the top fifteen advertiser rankings by spend across device-types. For online tax filing companies, the yearly battle is just beginning.

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The 5-Minute Competitive Analysis for Smarter Ad Spend

By Ken Roberts on Mar 1, 2018 10:00:00 AM

Are you confident that your advertising plan will make an impact? With more noise than ever before online, it’s critical to serve up ads that differentiate in the right place at the right time.

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How Financial Services Brands Were Advertising in Q4

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

The Financial Services category is constantly dominating as the top category by relative frequency across display, mobile, and video digital advertising channels. Led by top brands like Geico, Capital One Financial Corporation, Bank of America, and EY, the category leans towards display advertising as the preferred channel for ad spend.
 
Digital ad spend for the Financial Services Category dropped to $387M in the Fourth Quarter of 2017, down from $460M in 2016. We compiled the top Financial Services advertisers to showcase how the category was buying, and which brands won out by spend and impressions in Q4 2017.
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Top 3 Lessons from 2017 Every Advertiser Should Know

By Jordan Kramer on Feb 21, 2018 10:09:00 AM

The advertising industry hit more than $15 billion in spending in 2017, according to Pathmatics data. Apple cracked the top 10 advertisers list and evolving, cutting-edge platforms quickly became the new norm. 

Not sure which trends you should be paying attention to? We took a look at Pathmatics data over the past year and decoded need-to-know lessons learned from 2017.

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Introducing the Q4 2017 Top Advertisers Report

By Jordan Kramer on Feb 15, 2018 10:00:00 AM

Closing out the final quarter of 2017, the Financial Services category continued to dominate by relative frequency across display, mobile, and video digital advertising channels. Big ad spenders like LendingTree, Geico, Progressive, and Capital One led the charge targeting top sites like eBay, YouTube, and AOL. The Computers & Consumer Electronics category followed, looking to desktop and mobile video as the biggest part of their advertising campaigns while FinServ advertisers focused on display.

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