OMD Boosts Engagement 30% With Sensor Tower

Challenge

Media communications agency OMD needed reliable competitive intelligence to convince their client, a Sporting Goods Company, that its outdated media practices were causing them to fall behind. The company’s competitors were utilizing programmatic partners to surface new publishers and geo-targeted buying practices, whereas OMD had thus far failed to adopt these practices. Needing to provide actionable recommendations to their client, OMD turned to Pathmatics.

Solution

OMD utilized Pathmatics to study desktop and mobile display and video strategies of the Sporting Goods Company’s biggest competitors, and outlined several key trends. For one, OMD discovered that their client’s competitors were shifting 50% of their spend toward programmatic buying, while their client (the Sporting Goods Brand) traditionally bought direct. OMD also learned which products were being advertised most, and during what time periods. Finally, OMD gained valuable knowledge about which markets were being saturated by competitors, and which areas may be untapped.

Result

Switching to Pathmatics provided the agency with new digital tactics to drive reach and performance. With granularity into the Sporting Goods Company’s competitors and advertising strategy, OMD and their client achieved impressive results. OMD helped the Sporting Goods Brand expand their buying strategy to include 5 new publishers and sites where their competition had previously owned the space, expand their targeting to gain share of voice in new regions, and higher asset engagement across all digital platforms for the Sporting Goods Brand.