Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video.
Wanna get away? Southwest Airlines is having a sale! The airline company introduced ten new creatives over the last week and the brand’s digital impressions spiked by nearly 17x their thirty day average. All to promote a big sale campaign targeted to top sites Yahoo!, TripAdvisor, AirfareWatchdog, and MSN on display and mobile. The sale seems to be coming to an end as most creatives were pulled on October 23rd.
At the movies: Geostorm. The thriller premiered on October 20th and saw their largest digital impression spike on the day prior. Launching 25 unique creatives over the last week, the movie’s impressions surged on YouTube the week of the premiere. The film split their strategy between page skin ads on IMDB, in addition to display and video creatives on YouTube to consume the majority of their digital advertising budget. Since the release, advertising has dropped off entirely.
Esurance, an official MLB sponsor, capitalized on post-season excitement with their campaign “Score savings worth cheering for.” The brand’s digital impressions spiked by 14x beginning on October 19th targeting MLB.com and the Yankees' MLB site. The brand has been quiet since the actual start of the World Series on October 24th, it will be interesting to see if they react with any other customized creatives.
Also on the baseball bandwagon? Software analytics company New Relic. The brand that specializes in performance monitoring and management is also an official MLB sponsor and put all of its digital dollars on home plate. New Relic was running only small campaigns until July of 2017 as baseball season kicked into high gear. Over the last week, the company’s digital impressions spiked by over 12x with 95% of those stemming from MLB.com.
Which other publisher is banking off the World Series? ESPN. Cigna, the health insurance company you may have seen advertised in newer television commercials featuring TV’s hottest doctors in an awareness campaign, is also targeting digital. On October 18th, the brand’s digital impressions spiked by 19x with the biggest increase happening on ESPN. The campaign coincided with the release of five new banner creatives that the brand used to do a full takeover of ESPN’s homepage advertising slots.
This Week in Digital data looks at trends amongst the top 500 US advertisers across desktop, mobile, and video for the a seven day period beginning on Wednesday of the previous week.