The start of Q4 means the start of the ad sprint to NYE. Capitalizing on a rebounding economy and an upcoming holiday season, advertisers are getting more agressive with their plays, and the results are paying off. The new online shopping deals site Jet.com just launched in July and within 3 months soared to the top of our top advertisers rankings. Hotel groups are using video creatives to pull on your emotions and convince you that your wedding proposal needs to happen next to their pool. Auto dealerships are partnering with boutique ad networks that target their specific audience needs and ramping up digital activity - mostly on desktop and mobile.
See below for the purchase channel breakdown of the top 500 desktop and video advertisers, as well as the top advertising categories and highlights. Download all of October's top digital advertisers, including top direct advertisers, here.
Jet.com Soars Through October
Launched in July, the well-funded company taking on Amazon started running desktop ads post-launch but it wasn't until October that their strategy got more aggressive. Revving up on both desktop and mobile, the e-commerce site ran two yahoo.com takeovers during the month on October 13th and October 28th. This activity skyrocketed the newer company into our Top 10 Rankings. Employing a primarily direct strategy (85% of desktop impressions, 100% of mobile web impressions), other sites targeted were slickdeals.net, imgur.com and realtor.com. We'll see if Jet.com continues to make big digital plays as Christmas moves closer.
Source: Pathmatics US Desktop Data, 10/1/15-10/31/15.
Marriott and IHG Compete for Your Holiday Travel Dollars
Both the Intercontinental Hotels Group (IHG) and Marriott International scaled up video advertising during the month of October in an attempt to win your holiday travel dollars. While both hotel advertisers went mostly direct, IHG made more efficient programmatic buys, edging out Marriott in the rankings and total impression share. Working with The Trade Desk, IHG creatives were delivered on nydailynews.com—the third most direct targeted site on Marriott's side—and IHG stole most of the impression share on the site at 95%. Ensuring that the paths your ads take are streamlined and efficient is one of the most important ways to increase the return on your buys.
Source: Pathmatics US Video Data, 10/1/15-10/31/15.
Auto Continues to Rule Desktop
For the second month in a row, Auto is the top desktop advertising category. 47% of all desktop impressions from Auto advertisers were purchased through ad networks, followed by 42% of impressions purchased direct. Chevrolet Dealerships continues to make a strong presence on desktop using the ad network CDK Marketing to purchase 64% of their desktop impressions. Hyundai Dealerships broke into the desktop top 10 partnering with Google AdX + Exchange to purchase 55% of their impressions.
Auto also inched up to the #2 advertising category on mobile led by Chevrolet, Nissan and Acura. Coincidentally, auto sales are on track to be the highest since 2001.
Free Download: October's Top Advertisers
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