AdClarity’s new Dashboard of the Month (DOTM) holds a big announcement for our clients and prospects: We are collecting ad placement data in more than 18 geographies in desktop and mobile channels, and we make them accessible with an easy-to-use emulator for our end users. The XY Placement dashboard provides media agencies and advertisers a comprehensive view of placements across mobile and display web channels.
When we designed this dashboard, we evaluated what are the key metrics for agencies and advertisers. We had 3 top considerations in mind: Above/below the fold placements, private marketplaces (direct) vs. programmatic buying, and a simple view for top creatives and placements.
Based on these considerations, we demonstrate how ad placement analysis can cope with 3 major challenges: compliance and transparency, competitive placement strategy, and whitelisting of mediators and publishers.
If you are already anxious to try the emulator, you can skip the guidance below and experience the Ad Placement dashboard in the following link.
First Challenge – Compliance | Where my campaigns are being deployed?
What do I see: Where your creatives were spotted by AdClarity, and in which extent. You can view creatives for a certain publisher or for all publishers, choose the media buying type and the relevant ad units, and the emulator will point out the exact placements. By hovering you can view publishers’ names and additional metadata (creative duration, mediator, ad size and exact coordinates, publisher category etc.,).
How it could help me: You can match between your planned placements and your actual ones. If you deploy campaigns via certain ad networks such as AppNexus, DoubleClick etc., you can view where exactly they presented your creatives. Moreover, if you have signed a direct deal with a publisher, you can view if your ads were spotted as agreed.
Second Challenge – Competitive Insights | What is my competitors ad placement strategy?
What do I see: Where your competitors’ creatives were spotted by AdClarity, and in which extent. You can view with which mediators and publishers they chose to work, and how much of their ads were served programmatically. By clicking on a circle, you will view your competitors’ creatives.
How it could help me: Knowing about yourself is one thing, but knowing about your competitors’ placements is, in most cases, much more important. You can compare your placements relative to your competitors’ placements on certain publishers. Moreover, you are able to view the placement based on ad units, and view the highly popular ad sizes (for example: 300X250 and 728X90) for each competitor.
Third Challenge – Whitelist | Which Publishers and Mediators I can exclude?
What do I see: Ads that are served via programmatic platforms, including the daisy chain data. You can view the distance from the fold and the mediators that served you these ads.
How it could help me: Regardless if you are buying on a CPM or CPC model, the lower your ad is served, the less probable consumers will view it. Knowing which deployment chains and publishers placed you on the lower pages (way above the fold) allows you to estimate whether your current spent for such placements is justified.
On our next DOTM we will present our Video Media Strategy dashboard that illuminates with which youtube channels and publishers that advertisers chose for orchestrating their video campaigns.
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