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Pathmatics Blog

Brand of the Week: Southwest Airlines

June 03 2017 by 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.

Baseball Season!

Over 50% of Southwest’s digital ad spend over the last thirty days has gone to top site MLB.com, returning nearly 70% of the brand’s digital impressions. Southwest has been running four targeted creatives through direct deals with the publisher since April 29th, featuring witty copy like, “From dugout to Diego (San Diego that is).”
Southwest’s top creative over the last thirty days by spend is the 729x90 banner image shown below featuring the messaging,”Lead off to New York (LaGuardia).” Spend for the creative is still trending up so we expect to continue to see these baseball themed ads pop-up on MLB.

Increase in Video Placements   

Year-to-date, only eleven percent of Southwest’s digital ad spend has gone to desktop video placements, but in the last thirty days video has represented 34% of the brand’s budget. YouTube is the top video site for Southwest, accounting for nearly 40% of Southwest’s video spend. Partner TubeMogul is the top DSP for the brand, filling out the rest of the brand’s site strategy targeting the likes of MSNBC, Huffington Post, and USA Today.
The most recent video creatives humorously play on the pre-flight videos that you have grown accustomed to tuning out while traveling. These “Pre Video Announcement” pre-roll video creatives have popped up on YouTube, NYTimes, Realtor, Uproxx, and CNN, amongst others, over the last month to promote brand awareness. With buzzy words like “Trasfarency” and the “Yes Coast,” Southwest is trying to get your attention without making you tune out. 
Download the full report giving you transparent access to Southwest Airlines' spend and impression data over the last thirty days, including adtech partners, top sites, top creatives and more.
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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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