MediaRadar, a leading advertising intelligence and sales enablement platform, released an analysis yesterday of the top 10 brands exhibiting “brand safe behavior.” Comparing 2018 to 2017, these 10 brands experienced a significant decrease in programmatic digital spend, while increasing direct digital spend considerably.
“Programmatic has been a bit of a brand safety risk for a number of advertisers,” said Todd Krizelman, CEO and Co-Founder of MediaRadar. “In 2018, we saw some big spenders cut programmatic ad investments and ramp up direct dramatically. This ultimately gave advertisers greater control and transparency over where their ads were placed.”
The top 10 companies that cut programmatic in favor of direct were:
“Walmart, Nestle, Kellogg — these are major advertisers and all of them withdrew programmatic dollars, shifting money towards direct, instead,” said Krizelman.
According to MediaRadar’s data, approximately one-third of major digital advertisers – companies that spent at least $1 million on both direct and programmatic placements in 2017 and 2018 – reduced their programmatic ad spend year-over-year (YoY) in 2018, while simultaneously increasing their spend on direct placements YoY.
Some categories were more active in moving spend to direct placements, while others continued to increase spending on programmatic ads.
- Increased Direct Buys: The toiletries and cosmetics industry grew its direct placement spend the most(by 126%) and cut programmatic spend by 21% YoY. Children’s brands’ direct placement spend also jumped 121% and programmatic spend decreased by nearly one-quarter (22%) YoY. Finally, automotive companies increased direct placement spend by 54% and reduced programmatic spend YoY by 31%.
- Increased Programmatic: The athletics industry increased programmatic spend YoY by 70%, followed by professional services with 45% and the financial and real estate industries by 27%, respectively.
MediaRadar revolutionizes ad sales by helping sales executives determine the best prospects to pursue, which offerings to pitch, and how to position themselves most effectively against their competitors in order to win more business. This SaaS sales-enablement platform is built on the most comprehensive and up-to-date database of multimedia advertising information available.
MediaRadar offers a suite of tools that provide sales intelligence directly to media and ad tech sales personnel, as well as new business development executives at agencies. The platform’s intelligence capabilities are powered by a proprietary combination of AI and machine learning. Through its technology, MediaRadar distills multi-channel campaign intelligence into actionable competitive insights, brand analysis, and prospecting reports, all in one easy-to-use platform. Users leverage these insights to identify the best prospects, build and nurture stronger relationships with clients, and close more business.
The company tailors its products to support broadcasters, dotcoms, ad tech companies, magazines, newspapers, and mobile media companies.