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The Biggest 2017 Challenges for Digital Advertisers and How to Tackle Them

Jordan Kramer

The digital advertising space is constantly changing, yet some challenges remain the same. Have ad blockers presented a problem for you in the past? Well, that’s not going away anytime soon. Ad costs getting a little too high over the last few years? Don’t expect that to change.

Here’s what you can expect as a digital advertiser in 2017, and how you can tackle these problems head-on during the second half of the year.

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Topics: Industry Trends, How to Build More Effective Ad Campaigns

How The Top Financial Services Digital Advertisers Were Spending in Q4

Jordan Kramer

Digital ad spend for the Financial Services Category dropped to $460M in the Fourth Quarter of 2016, down from $541M the previous quarter. While Q3 saw a 22 percent surge from the $443M spent by the category in Q2, the spike was short-lived and dropped back under $500M at the end of the year. 
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Topics: Industry Trends, Ad Strategy

Inside Data on the Top 7 Travel Advertisers, from Royal Caribbean Cruises to Hilton

Jordan Kramer

The travel industry spent more than $78 million on digital advertising in February 2017, with the top seven advertisers spending about 34 percent of the industry’s total outlay.

Cruise advertising activities picked up significantly in February for both Carnival Cruise, the top travel spender, and Royal Caribbean Cruises, the fifth highest spender. This trend is reflected in 2016 spend data, as well.

Carnival Cruise Line spend, Jan. 1, 2016 – Feb. 28, 2017

Royal Caribbean Cruises spend, Jan. 1, 2016 – Feb. 28, 2017

How did both major cruise lines spend their money in February?

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Topics: Industry Trends

United Airlines Halts Digital Ads Following Controversy

Jordan Kramer
Since the news broke about an over-booked United flight on Sunday that resulted in a passenger being dragged off the plane by security, the brand has put the brakes on their digital advertising spend. This is not the first time an advertiser pulled their online ads in response to scandal in an effort to shy away from more unwanted attention. In United’s case, the past 48 hours have been very telling for the airline that was spending an average of $36K per day on digital during the thirty days prior to the incident. Yesterday, the brand spent less than $2K on digital advertising.
 
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Topics: Industry Trends

Exclusive Data on the Top 7 Food and Drink Advertisers, from McDonald’s to Anheuser-Busch

Jordan Kramer

The food and drink industry spent more than $97 million on digital advertising in February alone. In fact, the vertical is the seventh top advertising industry, according to Pathmatics ad impression data.

Given the impulsive and frequent nature of food and drink purchases, it’s crucial for these brands to stay top-of-mind. With the top seven advertisers taking more than 22 percent of the industry’s impressions, they’re capturing almost a quarter of the industry’s entire impressions. So how do other brands compete for brand awareness in this industry? 

By analyzing the successful advertising strategies of these top competitors and making them their own. Below, we’ll highlight some of the advertising strategies of the top industry spenders to help you get started. 

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Topics: Industry Trends

Who Are the Top Advertisers in Travel? We Have the Answer

Jordan Kramer

January brings winter weather to many parts of the United States, and the desire to escape along with it—if the ad spending of travel companies is any indication. Firms in this sector spent more than $67 million from January 1-January 31, 2017 on digital advertising. Top brands like Carnival Cruise Lines, Expedia and Disney jockeyed for eyeballs and attention across desktop, mobile and video, both by spending directly with advertisers and indirectly with ad networks.

Who reigned supreme in the quest for consumer attention? We looked at proprietary Pathmatics data to find out the top advertisers for this period.

Read on to pull back the curtain on January 2017 media brand ad spend.

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Topics: Industry Trends

The Top 3 Insurance Creatives of 2016

Jordan Kramer
In an age where brands are competing fiercely across a multitude of digital device types for the attention of consumers, it is crucial for advertisers to choose their creative investments wisely. But, how do you choose between devices - desktop, desktop video, mobile, or mobile video? Or creative types - image, HTML5, in-banner or in-stream video, etc? The answers aren't easy, because it depends on where your audience is, and also where your competitors are.
 
We compiled the top creatives by spend from the insurance sector during 2016 to see how big spending brands like Progressive, Geico, and State Farm were investing their ad budgets. We also examined the sites the creatives ran on, and historical trends throughout the year. Use this data to power your own strategy, whether you’re in the Financial Services  category or not, to benchmark your own campaign spend and goal objectives. 
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Topics: Industry Trends

Who Are the 5 Top Media Ad Spenders? [Exclusive Data]

Jordan Kramer

Media companies have had a field day (or days) covering the chaos of the U.S. presidential election at the end of 2016, and its tumultuous aftermath. To capitalize, the media industry spent more than $92 million on digital advertising from January 1-January 30, 2017. And the spending wasn’t all by companies that cashed in on politics. After all, media is a broad category—and there’s new HBO shows to anticipate no matter what happens.

How do we know which media companies spent what? We used Pathmatics proprietary ad spend data—available when you try a demo—to identify media’s biggest spenders in January 2017. While most of the top five spenders had similar ad spending activities, CBS had its own unique strategy—which put the media company at the top of the industry for number of impressions. Yet, CBS was not the top spender. How’d the company do it?

Read on to pull back the curtain on January 2017 media brand ad spend.

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Topics: Industry Trends

The Top Ad Types Used By Credit Reporting Companies

Jordan Kramer
 
The Financial Services category is typically a front-runner on digital in terms of spend. The enormous category encompasses everything from insurance and banking, to tax filing software and credit score monitoring. The niche verticals within the behemoth category represent individually competitive marketplaces, with every brand involved fighting for a piece of the revenue pie. As more and more consumers are managing their finances online, digital advertising has become a critical channel for brands to invest in.
 
Credit reporting companies, such as TransUnion, shell out serious digital ad dollars every year in an attempt to get your attention. Chances are, after filling out your credit information once, you will use that service again instead of repeating the process. As the credit reporting vertical gears up for their next big wave of spending - usually late Spring to early Summer - let’s take a look at the most popular ad types used by the top credit reporting companies. Here is a peak into the digital strategies of Credit Karma, Equifax, Experian Consumer Services, and TransUnion for 2016.
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Topics: Industry Trends, Ad Strategy

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: Industry Trends, Ad Strategy

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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