Pathmatics today announced its expansion into the Australian and New Zealand markets. Brands and marketers using Pathmatics will now have greater visibility into how their competitors are spending on ads across digital, video, display, and mobile, and for the first time, have access to Facebook advertising intelligence.
Since its launch in 2011, Pathmatics has become a vital resource for the digital marketing industry. With access to the advertising creatives, spend and impression data, and path from publisher to viewer, Pathmatics empowers brands and agencies to minimise waste from their budgets, understand their competitive landscape, and make better marketing decisions.
Eugene Du Plessis will lead the Pathmatics ANZ presence as Regional Director, joining from Nielsen Australia, where he spent the last six years. Eugene will focus on growing the company’s local presence.
Pathmatics co-founder and CEO Gabe Gottlieb said: “As the world increasingly shifts to digital, it’s imperative that companies can quickly understand the strategies of their competitors, and the greater digital marketing ecosystem. Until now, there has been a lack of transparency into Australia and New Zealand’s digital and social ad landscape, so we’re 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.”
Eugene du Plessis, Regional Director also commented: “I’ve worked in the ad space for many years, and one of the top demands I constantly hear from brands is having easy access to data insights. 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.”
This will be the first time Pathmatics, and its entire suite of features including Facebook advertising intelligence will be available direct to brands in Australia following a previous alliance with Nielsen.
The expansion Down Under comes at a landmark point in Pathmatics’ growth journey, having merged with SaaS mobile analytics company Sensor Tower in 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 (& 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.
