Marketing intelligence platform Pathmatics launches locally with Nielsen talent
Digital marketing intelligence platform Pathmatics, which counts Nestle, MediaCom, Target and Reddit among its clients, is expanding into Australia and New Zealand.
Pathmatics will be led locally by regional director Eugene Du Plessis, who joins from Nielsen where he was commercial director, with a remit to grow the company’s local presence.
The company, which launched in 2011, offers brands and marketers ad spend insights across cross digital, video, display and mobile (e.g. Facebook and Google), and allows them to keep an eye on competitor ad spend as well.
The expansion represents the first time that Pathmatics, including its Facebook advertising intelligence, will be available direct to brands in Australia, following a previous alliance with Nielsen.
Du Plessis said: “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.”
Pathmatics co-founder and CEO, Gabe Gottlieb, said the launch of the company in Australia will address a “lack of transparency” on the digital and social ad landscape.
“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,” he said.
“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.”
As part of the launch, Pathmatics has named Australia’s top advertisers by ad spend over the past year.
Pathmatics Top Advertisers [click to enlarge]
Rounding out the top five were Woolworths with $18.7 million and Yum! Brands (which includes KFC, Pizza Hut) with $16.6 million.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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