Monday, 28 June 2021 09:44

Pathmatics expands in Australia and New Zealand to offer companies data analytics on ad spending


Brands, publishers, and agencies based in Australia and New Zealand will now have access to digital advertising insights to study how their competitors spend ads. Pathmatics also revealed that the top ad spenders in the region are Proctor & Gamble, Hungry Jack’s, SingTel, and Optus.

Pathmatics expands in Australia and New Zealand, the company announced. Brands and marketers using the digital marketing intelligence platform will be able to analyse how their competitors are spending on ads across digital, video, display, and mobile, and for the first time, have access to Facebook advertising intelligence.

Eugene Du Plessis will lead the Pathmatics ANZ presence as regional director. He joins from Nielsen Australia where he spent the last six years working in advertising. Pathmatics says Du Plessis will focus on growing the company’s local presence.

Pathmatics co-founder and CEO Gabe Gottlieb says it is imperative that companies can quickly understand the strategies of their competitors, and the greater digital marketing companies.

“Until now, there has been a lack of transparency into Australia and New Zealand’s digital and social ad landscape, so we are thrilled to be giving marketers and brands with a presence in each market the ability to make more informed decisions about how they invest their advertising dollars,” he says.

Pathmatics regional director Eugene Du Plessis says the one of the demands he hears from brands is access to data insights.

Du Plessis claims: “Pathmatics not only offers unmatched insights, including estimated ad spend, across industries, but it is simple enough that anyone in the team can use it. Within seconds, marketers can assess the strategies of their competitors, like spend, impression, creative, and messaging choices. It’s really powerful insights that add immense value."

“I’m pleased to be a part of the team here and I’m looking forward to helping customers harness the platform’s full potential,” he enthuses.

This will be the first time that Pathmatics, and its entire suite of features including Facebook advertising intelligence, will be available direct to brands in Australia following a previous collaboration with Nielsen.

Pathmatics recently merged with Sensor Tower, a mobile analytics company, last May to offer the largest footprint of digital advertising and mobile intelligence in the enterprise market.

Top advertisers in Australia
As part of the company’s launch, Pathmatics has revealed the top advertisers in Australia over the past 12 months, with Procter & Gamble, Hungry Jack’s and SingTel (and Optus) taking out the top spots, all spending an estimate of more than $24 million across Facebook and Google ads.

* Yum! Brands: Owner of fast-food restaurants and franchises, including KFC, Pizza Hut, Taco Bell, The Habit Burger Grill
* Mondelez International: Owner of brands including Cadbury, Oreo, Ritz, and more
* Procter & Gamble: owner of brands including Pantene, Oral B, Olay, Vicks, and more
Time period: June 1, 2020 - June 1, 2021
Ad spends are estimates across desktop and mobile display and video, and Facebook.

Marking this regional expansion is the launch of Pathmatics’ 2021 Digital Advertising report (available upon request), which unearths key changes to Facebook advertising between 2020 and 2021, including a look at the COVID-19 impacts to the travel and auto industries, and key shifts from CPG, retail and technology players.

With this announcement, Pathmatics social tracking now reports on Facebook advertising in 11 regions around the globe, including Australia, New Zealand, the United States, Canada, Mexico, Brazil, the United Kingdom, Spain, France, Italy, and Germany. Additional datasets and social platforms are planned for the coming year.

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