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How Are Retailers Buying Across Digital? Not Programmatically.

Jordan Kramer
From June 2016 to June 2017, only 38% of Retail advertisers bought programmatic ad placements, accounting for a mere eight percent of spend for the category. Surprised? Retailers have historically preferred going direct to publishers for media buys, while running highly targeted campaigns. During H1 of 2017, nearly three quarters of spend for the Retail category across desktop, mobile, and video was direct - up ten percent YOY.
 
Which brands are spending the most via direct buys? And, are any larger brands utilizing programmatic? Let's take a look.
 
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Topics: How to Build More Effective Ad Campaigns, Retail Category

Brand of the Week: Nordstrom

Jordan Kramer
Nordstrom recently had their well-publicized, yearly Anniversary sale that went from July 21st until August 6th. The giant retailer also released their Q2 earnings this week, topping expectations with positive sales amongst the department store category. The company’s “One of a Kind Sale” as it was messaged this year, was a huge focus for their digital efforts over the last thirty days. It is also  rumored that Nordstrom brought their digital in-house for the remainder of 2017, and is on the look-out for a new media agency.
 
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See Nordstrom’s entire display plan with our free Brand of the Week Report here, and read on for more insights from their creative and site strategy below.

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Topics: Retail Category, Brand of the Week

Brand of the Week: GAP Inc.

Jordan Kramer
Nothing says Summer like tees & shorts, right? That’s what GAP Inc., is saying with a bevy of new creatives highlighting Summer style and big sales to peak your interest. The parent company of Old Navy, Piperlime, Banana Republic, Athleta, Intermix, styld.by, and their namesake brand, is heating up for Summer running 165 unique display creatives over the last thirty days across an average of 141 sites per day.
 
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GAP Inc. invests the most on display and desktop video placements, with mobile ads representing only 7% of the brand’s digital budget over the last thirty days. That is consistent with GAP Inc.’s ad spend so far in 2017, dishing out over $7M on display placements since Jan-1. See how they have distributed their budget amongst their sub-brands below, and download the full report of their advertising activity here.
 

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Topics: Retail Category, Brand of the Week

Meet the Top 3 Retailers Who Spent the Most on Ads This Holiday Season

Jordan Kramer


‘Tis the season for spending. To get consumers in the virtual or physical door, retailers are spending heavily to get us to open our wallets as the holidays approach. From December 1 to December 15 alone, retailers spent more than $67 million on digital advertising across desktop, mobile, video and content channels. That serious cash resulted in serious numbers of impressions, 6.9 billion in total. 

While the sector as a whole went a little holiday crazy, the top three retailers by spend are largely responsible for most of the retail industry’s activity in the first two weeks of December. Using Pathmatics proprietary data, we analyzed the top three retailers by spend for December 1 to December 15. The numbers show a battle between old and new retailers for consumer share.

Who reigned supreme? Read on to find out.

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Topics: Holiday Advertisers, How to Build More Effective Ad Campaigns, Retail Category

Brand of the Week: Best Buy Co., Inc.

Jordan Kramer
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Following massive Black Friday & Cyber Monday  campaigns , Best Buy Co., Inc. has spent over $22.9M on digital over the last thirty days alone. The retailer put the majority of its budget into desktop/display advertising, representing 81% of their spend across channels, and making them the current top desktop advertiser overall. Video was the second top channel for the brand with 18% share, and mobile+tablet trailed with 1%. 
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Topics: Retail Category, Brand of the Week

Brand of the Week: Zulily

Jordan Kramer
Subscribe to our newest report -- The Brand of the Week!
 
With one of the biggest shopping holidays of the year just over a week away, what are retailers doing to grab your attention online?  Ranking as the second top ad spender for the Retail category during Q3 , e-commerce giant Zulily spent over $15M across desktop, mobile, and video. The members-only online retailer sells apparel, home goods, and tech gadgets, amongst other products, that go on sale for a limited amount of time. Timing is an important piece in advertising the right products to the ideal consumer, before the sale is over.
 
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Topics: Retail Category, Brand of the Week

What Competitive Intelligence Could Teach Big Retailers This Holiday Season

Jordan Kramer

November is only two months away, as is the upswing in Black Friday and holiday advertising. We looked back at what happened last year in the retail sector’s holiday advertising so you can apply these insights to this year’s strategies.

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Topics: Holiday Advertisers, How to Choose an Ad Intelligence Solution, Retail Category

Back To Shopping, How 5 Top Retailers Went Back To School in August

Jordan Kramer

 

Summer has drawn to a close which means your instagram, facebook and snapchat feeds have begun filling up with adorable children, holding up adorable signs of their impending walk back into rooms filled with cubby holes and calculators. And if there's one thing big retail brands can count on, it's that back-to-school means back-to-shopping!
 
You already know their names. They sell shoes, shirts, backpacks and highlighters along with any product that makes the transition back to the classroom a little more cool, if not functional. And as each of these top  top retailers let their school spirit flag fly, so do their ad dollars! Retailers  continually spend mega bucks on advertising during this time of year, now shifting their spend  to digital, to follow the eyes of consumers .  Here’s a look at how five of the top retail advertisers were targeting shoppers, from kids to parents.
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Topics: How Ad Intelligence Can Boost Performance, Retail Category

Retail's Top Direct Advertisers for Q1

Jordan Kramer

 
In the 'age of programmatic', are brands even still buying direct? The answer is yes. Many of the top retail brands are still using a direct-centric buying strategy, even on desktop. The guarantees that direct buys offer still carry heavy value for brands and agency buyers, so much so that some brands are spending nearly 100% of their desktop spend on direct buys. While this strategy doesn’t work for every advertiser, many sites are reaping the benefits. Espn.go.com was one of the more popular direct sites for retail advertisers in Q1, where 82% of retail impressions were purchased direct.
 
These brands were the top direct advertisers from the retail category on US desktop during Q1. See how much of their spend share was allocated to direct buys, and the top sites they were targeting. Download our entire Q1 Retail Advertising Buying Report detailing the top retail advertisers by impression volume across channels, here.
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Topics: Reports, How to Build More Effective Ad Campaigns, Retail Category

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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