It’s a New Year and with it comes new resolutions. At least, for the first couple months of 2018. Then it’s back to the usual habits and activities.
Don’t let your brand make the same mistake that your well-intentioned friends might. Make 2018 the year of lasting change when it comes to digital advertising. One easy way to form some healthy new ad habits—and break some bad old ones—is by leveraging some new or underused features in Pathmatics.
1. Track ads on Facebook.
One major way to get more value out of Pathmatics in 2018 is to use our new social ad tracking features.
This new reporting provides Facebook ad intelligence for the U.S.
It's powered by monitoring of a proprietary, opt-in mobile panel of iPhone, iPad, and Android users. Pathmatics' mobile panel includes hundreds of thousands of U.S. users. It's also demographically representative of the U.S. social network population. No personally identifiable information is collected.
You'll be able to see creatives, impressions, and spend for each advertiser. You'll also get breakdowns of mobile device targeting, creative type distribution, and U.S. state and metro targeting. Included are so-called “dark posts” that don’t run on an advertiser’s Facebook Activity Feed. The data goes back to December 2016 and is updated daily.Nearly 90% of the top 500 digital advertisers are using Facebook in their ad mix, and that number isn't going down anytime soon. If you aren't spending on social, 2018 is the time to start incorporating it into your strategy.
2. Analyze your competitors’ native ad campaigns.
Native advertising could be an enticing strategy for your brand this year. In fact, they could be more effective than your current advertising methods.
Consumers look at native ads 53% more often than display ads, reports research from Sharethrough / IPG Media Labs. These ads also registered 18% higher lift in purchase intent than banner ads. Almost one-third of people polled by Sharethrough / IPG said they would share a native ad with people. Only 19% said they would do that for a display ad.
It's pretty clear native ads are doing something right. It might be that they fit in better with a content site's offerings. Or, they offer a more organic way to reel in readers. Whatever the secret sauce, you'll want to keep a close eye on how competitors use them.
For that, you can use Pathmatics. You'll be able to see what creatives brands are launching and where they are being placed, over any timeframe. You'll also see native ad partners and impressions, just like you would for desktop or mobile ads.
The result is actionable, real-time intel on this popular and effective ad format.
3. Control where your brand’s ads appear.
It’s no secret digital advertising had some serious problems in 2017.
Namely, ads appeared next to racist and extremist content online. Many brands tried to opt out of associating with toxic ideas, but found it wasn't always easy. Some continued to appear on racist sites after blacklisting them. This created a crisis of confidence in the industry. If the people placing ads couldn't guarantee where they showed up, who could?
In 2018, you can make sure you’re in the know by using Pathmatics' site analysis capabilities. A big part of the problem is that brands didn't have visibility into where their ads showed up. They had to rely on people telling them the ads appeared next to problematic content. By then, damage had already been done.
But with Pathmatics, you can monitor your own brand and others to see exactly where your ads appear. This helps you quickly learn when your ads show up in unwanted places, allowing you to take action faster. At any time, just type your brand into the Pathmatics search bar. You'll be able to see every site you appear on over any given timeframe.
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