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Fueled By The Current Political Climate, Top Publishers Use Social To Target New Readers

By Jordan Kramer on Jan 17, 2018 3:00:00 PM

Publishers using another publisher to increase brand awareness and expand readership? In an age where the political climate continues to make front-page news on a daily basis, this is the case with Facebook advertising. Top publishers are using the social platform to target new and returning users with their digital advertising campaigns.
 
Many of those publishers are focusing the majority of their digital ad budgets on social campaigns alone.
How does this look across some of the Nation’s top outlets that offer online subscriptions, like the New York Times, LA Times, and The Washington Post? Here’s a look at how those three publishers are incorporating social into their ad strategy, and how their strategy has evolved over time.
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Brand of the Week: Dish Network

By Jordan Kramer on Oct 20, 2017 3:21:30 PM

As cord cutting increases amongst generations across the board, cable and media companies face a tough challenge in delivering their services to a target audience. During Q1 of 2017, it is estimated that over 760K consumers cancelled their satellite or cable TV subscriptions. This, in addition to stocks dropping amongst concerns of customers jumping ship and the paying TV category is walking a tough line in finding new users and keeping their current ones.
 
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Dish Network, a satellite service company, foresaw this change and launched the streaming service Sling TV in February of 2015 to offer their own alternative to cord cutters. DirecTV, in addition to other companies within their competitive space, have followed suit in beefing up their service offerings. Here’s a look at how Dish is advertising their offerings online, and how their streaming service’s ad strategy measures up. Is the parent company spending more on Sling TV ads compared to ads of their own?
 
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Who Are the 5 Top Media Ad Spenders? [Exclusive Data]

By Jordan Kramer on Mar 7, 2017 11:30:00 AM

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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Brand of the Week: CBS

By Jordan Kramer on Feb 24, 2017 2:00:00 PM

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Nowadays, the battle for your attention amongst media and television networks is hotter than ever. Not only are the traditional media companies upping their game with original series and shows, they have to in order to compete with the more non-traditional, streaming services that  are competing fiercely for you to cut cable ties. This month, CBS premiered their new drama Training Day starring Bill Paxton and Justin Cornwell, and invested heavily in display advertising to promote the new show. CBS invested in a homepage takeover on IMDB February 2nd, the day Training Day premiered. Between the page skin and 300x250 medium rectangle ad types in the screenshot below, nearly $1.2M was dished out on that day alone.
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The Shows HBO Wants You to Watch in 2017, Based on Advertising

By Jordan Kramer on Feb 6, 2017 2:00:00 PM

You like HBO, right? Probably, considering the network aired two of the top five most popular shows from 2016, with Game of Thrones at number one and Westworld landing at number four after just a few months. 

Even if you don’t watch HBO, you’ve probably heard of them. From December to mid-January alone, HBO spent more than $4.7 million on digital advertising, with most of that spend going to popular sites like YouTube and IMDB.com, according to Pathmatics data. So the network is hard to avoid, but they show clear preferences as to which shows they think will be winners.

Let’s take a look at what the network wants us to care about in 2017, based on their digital advertising in December 2016 through mid-January 2017.

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ABC vs. NBC: How Did Their Advertising Strategies Compare in 2016?

By Jordan Kramer on Jan 31, 2017 2:30:00 PM

NBC and ABC are among the big four broadcast networks, battling for the top spot along with CBS and FOX. Yet, NBC and ABC seem to be in a separate battle—a battle of digital advertising. The two networks are in a league of their own when it comes to digital advertising, taking the top two media industry spots for paid, according to Pathmatics data

In 2016, ABC Entertainment Group spent nearly $48 million on digital advertising and NBC Universal Television spent a little more than $43 million. CBS, the next highest spender in the media sector, didn’t even come close at about $33 million in spend. Last and certainly least in spend out of the big four was FOX Broadcasting Company at more than $18 million.

So how and where are ABC and NBC advertising in the digital space? And who took the best CPM (a measure of the cost per number of impressions) for the year?

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