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Brand of the Week: Verizon

Jordan Kramer
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It’s been a tough month for Google and YouTube as more and more brands are pulling ads from the world’s top video site amid controversy over creatives being placed next to extremist content. Johnson & Johnson, The Guardian, AT&T, and Verizon - to name a few - have all publicly stated that they will no longer be buying ads on YouTube. How serious is this for the publisher? 
 
For Johnson & Johnson, the brand has spent only $565K over the last twelve months on YouTube according to Pathmatics data, which won’t hurt the site’s $3B+ yearly revenue. Verizon, on the other hand, spent nearly $80M on YouTube across desktop, mobile, and video device-types over the last year. That level of spend makes Verizon the third top customer for YouTube - a customer that YouTube surely does not want to lose.
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Topics: Brand of the Week, Telecom Category

The Buying Strategy Behind Telecom’s Top Advertisers

Jordan Kramer

 

The Telecom category has been  heating up its media presence across channels, taking the lead on mobile for the  First Quarter of 2016. Communications giant Verizon was also the top display advertiser for Q1, demonstrating that wireless service providers have big budgets to spend on digital, across all channels. Diving into mobile+tablet, AT&T ranked 3rd by impression volume for Q1, followed by Verizon in 5th place, Sprint in 9th, and T-Mobile coming in at 14. 
 
The big four mobile telecom companies have very different buying strategies on mobile+tablet, with some preferring direct buys while others are relying on partners. Read on for mobile buying insights behind AT&T, Verizon, Sprint and T-Mobile’s digital strategy.
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Topics: How Ad Intelligence Can Boost Performance, Telecom 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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