It’s the question on everyone’s mind: how can ad intelligence actually save my company money?
We’re glad you asked. After all, if it can’t save you money, make you money, or stop you from losing money, what good is it to your business?
We can’t speak for every ad intelligence solution out there, but we can speak for Pathmatics.
Here are the real ways brand managers use Pathmatics to make CFOs smile.
1. Save on every ad placement.
Pathmatics can save you money on every single ad placement. The software’s proprietary Pathsource™ technology builds a hierarchy of all the participants in the ad serving process. That means it can identify the specific paths by which each participant was included on the page.
You can see exactly which path an ad took from purchase to placement. For instance, we can identify things like how inventory is being sold (e.g. via reservation, a network or exchange).
If you’re buying ads, Pathmatics shows you the middlemen taking a cut each step of the way. The platform makes it simple to find shorter, cheaper paths to the sites you want to advertise on. And it gives you serious leverage when negotiating media buys, either with a third-party or an agency working on your behalf.
This puts money back into your pocket.
2. Get more return from each dollar you spend.
It’s not just about saving money. The goal is to make more of it, too. Pathmatics can help there.
Using the tool, you can spy on your competitors’ advertising strategies. Just type in the name of any brand, including your own, and you’ll be served real-time data on where a company advertises, how much they spend, and what ads they’re showing.
This type of data is money in the bank for any brand advertising against the competition. For instance, if you’re Target and Walmart’s been stealing market share, here’s what you can do using Pathmatics:
- See how much Walmart is spending for any given time period.
- Learn which creatives the company is pushing.
- Determine which websites and channels they’re prioritizing.
- See where they get the most impressions for their spend.
Now, how do you think management will react when you tell them you’re achieving twice the results of Walmart for half the spend?
3. Avoid throwing money away.
Unfortunately, it’s too easy to lose your hard-earned money because of unforced errors. Thanks to digital advertising’s lack of transparency, brand managers have a lot of trouble seeing exactly where their spend is going.
This creates problems. You can spend a ton of money on direct or indirect advertising without understanding the results you’re getting. Or, you can think campaigns are performing well in aggregate, without realizing a handful of sources are driving results. In an all-too-common scenario, you may even find that your ads were placed next to inappropriate or offensive content—when there’s public outcry and a fortune in damage control bills.
You know what we’re going to say:
Pathmatics helps with this, too. It gives you a real-time pulse on exactly where your brand is advertising, how many impressions you’re getting for spend, and where those impressions come from.
Hundreds of companies currently use this data to avoid costly mistakes. They’re able to identify low-performing channels and sites, then move budget away from them. They can learn which creatives aren’t worth spending more money on, and adapt their efforts for the future. And they don’t need to worry that they’re wasting cash on channels or ad providers that don’t create value.
That sounds like a result you can take all the way to bank.
Learn more about the benefits of marketing intelligence solutions in the following post:
Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.