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The Strategies Used by Q3’s Top Advertisers, Decoded by Ad Intelligence

Jordan Kramer

Did you know that, for the first time ever, desktop and mobile ad revenue exceeded TV spend in 2016?

So, you might be wondering, how are the highest spenders making the most of a hefty ad budget? Thanks to native ad intelligence, our team was able to identify trends and behavior of top advertisers over the course of Q3.

Starting with budget, Samsung and Procter & Gamble spent far more than other brands (roughly $80 million and $59 million, respectively). These two ad giants were followed by Hulu ($39 million), Geico ($36 million), and PepsiCo, Inc. ($35 million).

To uncover trends and commonalities across these leading spenders, we did an analysis of each advertiser profile using Pathmatics. (If you’re not familiar, an advertiser profile includes top creatives, daily spend and impressions, top sites, site spend share, and more.)  

Read on for the top lessons you can apply to your 2018 ad plan.

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Topics: How to Build More Effective Ad Campaigns

This Week in Digital: December 9th Rollup

Jordan Kramer

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

 

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Topics: How to Build More Effective Ad Campaigns

Who Won Mobile Advertising in Q3 2017?

Jordan Kramer

With Pathmatics ad intelligence software’s proprietary data, we can see exactly how hundreds of brands spend their ad budgets over any given timeframe. This data can also be broken down by channel. A quick analysis of Q3 2017 data showed that mobile advertising is growing in importance. And according to research analyzed by Smart Insights, mobile ad spending is projected to grow by more than 20% in 2017 over the previous year.

We wanted to see how this trend is taking shape as the year progresses. To that end, we’ve broken down key insights from Q3 2017 across mobile display and mobile video channels to see which brands are succeeding on mobile.

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Topics: How to Build More Effective Ad Campaigns

How Q3’s Top 5 Advertisers Approach Creative Strategy

Jordan Kramer

In Q3, Samsung spent more than any other brand, followed by Procter & Gamble, Hulu, Geico and PepsiCo, Inc. 

That represents millions in ad spend combined. So, how did these advertising giants approach their creative strategies in the third quarter? Using native ad intelligence, we rounded up the top creatives (by both spend and impressions) from the top five brands.

Bonus: Each analysis also includes a lesson learned to apply to your own ad strategy.

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Topics: How to Build More Effective Ad Campaigns

This Week in Digital: December 2nd Rollup

Jordan Kramer

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

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Topics: How to Build More Effective Ad Campaigns

Q3 2017’s Top Digital Advertisers

Jordan Kramer

When it comes to top advertisers in Q3 2017, proprietary data from Pathmatics reveals some interesting insights.

 Similar to Q2, the financial services industry still holds the reigning spot as highest ad spender, once again followed by computers and consumer electronics. However—coming in third—retail spend exceeded that of food and drink and media in Q3. We expect to see retail up its budget as we head into the holiday season.

In comparing brands across all trades, Samsung surpassed both Procter & Gamble and Geico to take the lead as top direct spender in Q3. And, in an ongoing trend, we continued to see most advertisers buy direct deals over programmatic advertising (80%).

Read on for highlights of Q3’s advertisers with the biggest ad budgets.

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Topics: How to Build More Effective Ad Campaigns

Black Friday & Cyber Monday's Biggest Advertisers

Jordan Kramer
On the heels of the largest online sales day in history, and the biggest shopping weekend overall, top brands definitely have something to celebrate this week. According to Adobe, sales for Cyber Monday alone were up nearly 17% YoY and web traffic was up by almost 12%. This, coupled with an ongoing preference for online shopping amongst consumers, makes for a big week of digital advertising for brands across categories.
 
How were brands prepping for the weekend with their advertising strategies? From Macy's to Carnival Cruise Line, here’s a look at how some of the top-spending brands by category advertised leading into Thanksgiving, Black Friday, and Cyber Monday.

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Topics: How to Build More Effective Ad Campaigns

This Week in Digital: November 18th Rollup

Jordan Kramer

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

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Topics: How to Build More Effective Ad Campaigns

Advertisers: Here’s What You Need to Know About Black Friday

Jordan Kramer

Black Friday is upon us, and consumers are more than accustomed to the annual retail takeover. 

But, as advertisers trying to differentiate, do you have the competitive knowledge and know-how to stand apart during the holiday season—beyond Black Friday?

Below, we used Pathmatics to analyze ad spend in the lead up to the big day (note that we pulled 2016 data so we could provide a full analysis for the month of November).  

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Topics: How to Build More Effective Ad Campaigns

This Week in Digital: November 11th Rollup

Jordan Kramer

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

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Topics: How to Build More Effective Ad Campaigns

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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