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Brand of the Week: The Hertz Corporation

Jordan Kramer
Itching for a road trip? Car rental giant, The Hertz Corporation is hoping you are after upping digital advertising spend leading into the summer months. The company is now experiencing its highest ad spend year-to-date, focusing on getting you on the road to your next destination. The parent company of Advantage, Firefly, and Hertz Rental Car companies, in addition to Herc Industry Rentals, recently dropped MEC as their media agency and looks to be buying digital in-house for now.  
 
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For agencies and sellers looking to court the brand, stay focused on display. Hertz prioritized display as their top device-type for the year and the channel has consumed nearly 90% of the brand’s digital budget over the last thirty days. Download The Hertz Corporation’s entire display strategy, including spend and impression data, here and read on for more insights.

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Topics: Brand of the Week, Travel Category

Brand of the Week: Marriott International

Jordan Kramer
In an era where people are booking more travel online, rather than calling up a hotel or airline, grabbing those digital wins is of the utmost importance. Hotel chains have recently become more aggressive with their marketing plans in order to compete with the travel-booking sites such as Expedia & Priceline that are selling the same rooms. In order to avoid paying out high commissions to online travel sites, hotels are hoping to take reservations into their own hands with more sophisticated advertising strategies.
 
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Marriott International is the current eleventh top digital advertising spender in the travel category, spending $645K on average per month on display placements alone in 2017. Over the last thirty days, the brand invested nearly 70% of their digital budget into desktop/display ads. Download their full desktop advertising strategy in the new Brand of the Week report, and read on for highlights.

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Topics: Brand of the Week, Travel Category

Brand of the Week: Southwest Airlines

Jordan Kramer
Airline companies have been fixtures in the news recently, from onboard passenger incidents to complete PR gaffs, the industry isn’t having the greatest year. United Air Lines put the brakes on their digital advertising spend following a overbooked flight that resulted in one passenger being dragged off the plane by security. Southwest, Delta, American Airlines, and Spirit Airlines have all dealt with publicized situations involving passengers in the last couple months, throwing their PR and marketing teams into overdrive. 
 
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See how Southwest is responding online with digital insights from their ad strategy over the last thirty days across desktop, mobile, and video. Don’t forget to sign up for the free report detailing spend and impression data, plus top sites and more  here.

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Topics: Brand of the Week, Travel Category

Brand of the Week: VISIT FLORIDA

Jordan Kramer
If you are seeing creatives with gorgeous beaches and new adventures that are waiting for you on all of your online devices - you aren’t the only one. The tourism industry is heating up, especially in domestic markets, as consumers look to plan a summer vacation. Over the last thirty days, four out of the top ten ad spenders on display were tourism boards. Both Travel Oregon and VISIT FLORIDA have increased their budgets significantly across digital over the last couple weeks, both targeting an array of travel-booking publishers.
 
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VISIT FLORIDA upped their desktop advertising spend by nearly seventy percent over the last month compared to the thirty days prior. Display advertising is a big priority for the brand, with the channel accounting for 71%  of their current ad spend. Read on for more insights from VISIT FLORIDA’s recent digital advertising activity and download the full report here.

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Topics: Brand of the Week, Travel Category

Brand of the Week: Airbnb

Jordan Kramer
The brand that has given the hotel industry a run for its money has now forayed into the business travel world. Aiming to be a solution for business travelers with perks such as 24 hour check-in, wifi, and “premium support” as detailed by accompanying landing pages, Airbnb rolled out a new campaign across desktop and mobile on May 3rd. With brazen creatives stating, “There’s a new way to travel for work.” the brand is re-focusing all of their digital efforts to this initiative. 
 
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Read on for highlights from their recent campaign and download their full strategy with our new Brand of the Week report here.
 

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Topics: Brand of the Week, Travel Category

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: How to Build More Effective Ad Campaigns, Travel Category

Brand of the Week: Carnival Cruise Line

Jordan Kramer
Spring Break season is officially here! While some of your friends and colleagues are already soaking up the sun, cruise lines are trying to reach those still on their computers, ready to click “Book Now” on any tropical adventure. Just this last week, on April 3rd, top travel advertiser Carnival Cruise Line released seventeen unique creatives across desktop, mobile, and video channels. The week prior, the brand upped their impression share on Wunderground (The Weather Company) by 2.3 times their thirty day average. Clearly, the travel advertiser is on a mission to sell out the remainder of their Spring and Summer cruises. 
 
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 On the creative end, Carnival Cruise Line wants you to know that there is a cruise for everyone. From a family trip with grandma and the kids, to a mom-recharge, or a couple’s escape - they have creatives for all audiences. The brand has been focusing heavily on video advertising, consuming 63% of their digital budget over the last thirty days, to paint a picture of a relaxing adventure for anyone that comes across their ads. Read on for insights into Carnival’s creative strategy over the last thirty days, and download the latest brand report detailing their entire digital buying plan  here.
 

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Topics: Brand of the Week, Travel Category

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: Travel Category

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: Reports, Travel Category

Southwest vs. Virgin Airlines: How Their Advertising Strategies Are Ramping Up for the Holidays

Jordan Kramer

 
Going on a trip over the holidays? You aren’t the only one. With the busiest travel season in nine years just about to kick-off, travel advertisers have some serious dollars to fight for. Nearly 48.7M Americans will be traveling over Thanksgiving week alone, and with Christmas only a few weeks away, the travel plans are only beginning. 
 
Zeroing in on the airline industry, Virgin America Airlines is a smaller airline raking in approximately $1.529B during 2015 (and also awaiting an acquisition by Alaska Airlines). Southwest Airlines, on the other hand, is much larger - over ten times larger - bringing in $19.82B during 2015. While these two airlines are on different sides of the revenue table, they are fighting for the same eyes online. Let's take a look at how their digital advertising strategies compare across channels over the last thirty days.
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Topics: Holiday Advertisers, How Ad Intelligence Can Boost Performance, Travel 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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