Dashboard of the Month | New Interface

June’s Dashboard of the Month is focused on new developments and interface modifications providing a clear high-level data view.

The new interface allows end users to go over the most relevant data points by scrolling down. To check out the new interface click here 

Additionally, we created the Media Intensity metric – a sophisticated algorithm that defines a brand’s digital intensity and allows to present overall intensity across display and mobile activity.  On top of that, we have added a new layer of Automated Actionable Insights in aspects of engagement opportunities with publishers and performance relative to the competitive benchmark.

First Development | New Interface

The benefits of our current dashboards are that each one answers a specific use-case or marketing challenge. Unlike most of our dashboards, the new interface provides a cross-category bird’s eye view on the industry by using big data insights.

By scrolling down, you can view the international activity and numbers, and then analyze share-of-voice, number of publishers, product focus, and top creatives analysis. Since the dashboard is modular, we can customize the relevant chart per a client’s request.

june interface

 

Second Development | Media Intensity Metric

Media intensity is based on the fact digital ad impressions and ad spend are prone to many miscalculations that misrepresent the real picture. Instead of succumbing to prevalent misconceptions, we understand that the most important thing is relativity. In other words, the exact impression number is not important, but rather the ability to compare digital activity based on a currency derived from a consistent methodology.

For that purpose, we created the Media Intensity metric. It is an equivalent for ad impressions since it considers many crucial parameters such as ad placement, ad type and size, URL depth, publisher traffic, programmatic/direct activity, channel importance and more.

By using Media Intensity, we offer a solid base upon which a client can compare its activity to that of relevant competitors. Furthermore, our clients can even view the most accurate competitors’ ad spend and impression data by using Media Intensity, without revealing any real data with us.

How is it possible? We educate our clients to build their own data set so they could join it with our media intensity data set. In this process, impressions and ad spend numbers are matched to competitors’ similar activity. Finally, our clients receive a data set which in turn transforms automatically to confidential ad spend and impressions report.

Third Development | Automated Actionable Insights

It is no secret that there’s always a leap between data, insights, and actions. Having the right data doesn’t necessarily results in deducing the best insights, and even when you have impactful insights, it is not always clear how to implement changes to support them.

For that reason, we created the Automated Actionable Insights. With big-data analysis, AdClarity can emphasize what are your opportunities, and what is needed to compare or outperform the benchmark. All insights are available when viewing the dashboard, so you are also able either to take actions from our recommendations or to interpret the data yourself. Here are two examples for actionable insights:

  • Engagement opportunities – Based on competition popularity and competitors’ diversity for a publisher, AdClarity illuminates relevant publishers to engage with.
  • Publisher Category Performance – AdClarity identifies what is the percentage of each publisher category out of the competitor’s overall activity and then compares it to the category benchmark.

june New Interface

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What is the Difference between HBO and Netflix’s Digital Strategy?

For Content Providers, spring and summer are often considered to be the seasons of new seasons. They are an omen for mega TV productions to emerge or return: AMC’s Better Call Saul and FX’s Fargo have initiated their third season in April. the fifth season of Netflix’s House of Cards was released on the verge of June. HBO’s acclaimed Game of Thrones is scheduled for mid-July and Netflix’s promising Marvel show, Defenders is set to premiere in August.

The emergence of TV shows during these seasons is not Genre-Specific. New comedies, documentaries, and dramas are finding their ways to the screen while each content provider chooses which TV shows and genres to promote massively.

In fact, content providers like HBO, Netflix, Hulu, AMC and Starz have adopted a different approach in terms of number of publishers and YouTube channels, as well as in choosing YouTube as a primary or a secondary medium. Eventually, such emphasis translates into a digital strategy across YouTube and video publishers.

By extracting AdClarity data on the US market during April and May, we are able to point out the competitors’ focus on genres, TV shows, and preferred medium, thus enlightening the competitive landscape in that arena.

 

Medium Focus | Most activity takes place outside of YouTube

 

Within the given time frame (May-April 2017) Netflix is the only “Neutral” competitor. The competition benchmark is 21% on YouTube, but when excluding Netflix, the benchmark drops down significantly to a 14% level

 

Genre Focus | Comedy on YouTube while Drama takes place in Non-YouTube publishers

From a macro view, Drama and Comedy genres are taking the first and second places depending on the platform. YouTube activity is focused on comedy, while Non-YouTube publishers focus is on American Drama shows.

Competitive Analysis | Distribution and Diversity

 

The leading OTT providers, Hulu and Netflix are promoting their TV shows across the largest number of publishers, while HBO and AMC are using relatively small amount of video publishers. On the other hand, HBO and Netflix promote more TV series than the average.

The top 3 TV Titles | Drama is beating Comedy, but HBO and Netflix are comedy-oriented

From analyzing the top TV titles for each brand, Drama is the leader with 4 out of six players we examined. It is a bit surprising, though, that the two comedy titles belong to Netflix, HBO who scored highest in terms of activity, number of publishers and number of promoted TV shows.

 

YouTube Competitive Analysis | Netflix, Starz, HBO are using approximately 2000 top channels on average

As YouTube has its own ecosystem, each channel can be considered as a video publisher. Excluding Netflix, we found a correlation between a low number of publishers to a high number of different YouTube channels.[/av_image]

 

From an audience perspective, Music and Entertainment categories are the most dominant. However, the interesting insights are deriving from the residue. Hulu is focusing on News & Politics, Starz on Science & Technology, and HBO focuses its efforts on Gaming and comedy channels.

 

Takeaways

The difference between Netflix and HBO’s digital activity is mainly shown in distribution strategy and genre focus. On the one hand, Netflix uses high numbers of publishers and YouTube channels to deploy multiple TV shows across genres. On the other hand, HBO focuses on promoting the comedy show Silicon Valley and addresses its audience by using Gaming and Comedy channels.  

Are you looking for advanced digital insights across different ad channels? Get a 1-on-1 Demo of the AdClarity AD Intelligence tools

 

Plan your Next Big Vacation with AdClarity’s Big Data Insights

What are the hottest destinations for travelers who live in…
Find out which destinations are massively promoted for travelers across the world.

Based on digital activity analysis for Expedia, Booking.com, Hotels.com, Airbnb and Priceline during April-May, 2017.

Are you looking for advanced digital insights across different ad channels? Get a 1-on-1 Demo of the AdClarity AD Intelligence tools

The Season of Seasons: Top Video Ad Insights from Top OTT Companies | US Market

Season of the big TV Premieres is about to start! After going through video ad campaigns data* of the 5 biggest Internet broadcasters**, we are proud to share with you the most interesting ad insights that we found

Breakdown by the most Advertised Genre through Youtube Channels and Other Video Publishers

 

Most advertised series in Genre of comedy and drama

Across All Video Publishers:

Most Advertised Comedy: HBO, Silicon Valley

Most Advertised Drama: Hulu, The Handmaid’s Tale

 

Across YouTube Channels:

Most Advertised Comedy: Netflix, Dear White People

Most Advertised Drama: Starz, The White Princess

 

Across Other Video Publishers:

Most Advertised Comedy: HBO, Silicon Valley

Most Advertised Drama: Hulu, The Handmaid’s Tale

 

Breakdown of the most Advertised TV Series by Top US Internet Broadcasters

ott april may

*Time-Frame: April 1 – May 21st

**Relates only to campaigns promoting TV series for HBO, Netflix, Starz, HULU, AMC

Are you looking for advanced digital insights across different ad channels? Get a 1-on-1 Demo of the AdClarity AD Intelligence tools

4 Interesting Big Data Facts about 2017 Mother’s Day | US Market

Following Mother’s Day celebration, we would like to share with you 4 quick Big Data facts about 2017 Mother’s Day in a world of advertisement (based on Adclarity April Data)

  • 332 different advertisers promote Mother’s Day products
  • 518 different campaigns
  • 41% of them are cross-channel
  • 58% of all campaigns were promotional and accounted for 81% of total impressions.

Time to crunch more ad data! Send us Demo Request and let us show you how we do it!

Competitive Analysis: Helping Luxury Brands Emerge From The Digital Darkness

Every marketer understands the importance of competitive analysis. It’s vital to ensuring your brand not only keeps pace with your competitors but also stays one step ahead. This is especially true in the digital world, which is always evolving and moving forward.

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The Day Brands Will Follow Adidas and Ditch TV Advertising

In the scenario of brands leaving TV advertising, advertising agencies are expected to change their business model

Analysts once surmised that digital advertising would make TV advertising obsolete. Indeed, digital was growing massively over the past 2 decades, and it continues growing by borrowing the TV’s most important feature: Content. The more the digital medium grows, the more it disrupts interesting content on mobile, video and Over-The-Top (OTT) platforms. Relative to billboards and TV advertising, digital advertising also holds better measurement abilities and is significantly cheaper.

Although digital advertising is the only, highly growing medium in advertising, and despite analysts’ predictions, TV advertising spend is not declining but rather remains stagnant.

TV is still the most significant medium in terms of global ad spend, and advertising agencies are encouraging advertisers to maintain traditional advertising while providing comprehensive strategic and creative services.

Since agencies’ business model is based on media commission, they are becoming more digital-oriented to cope with brands’ digital needs on the one hand, but are still relying on TV spend as their major income source on the other hand.

Predictions about advertising are largely consensual, revolving around the speculation that TV is expected to remain stagnant, or slowly grow, while digital is expected to show an impressive growth. Eventually, digital advertising spend is not growing at the expense of TV advertising in a zero-sum manner.

However, broadcast TV channels do deal with zero-sum game issues, especially in markets where broadcast TV reached saturation. In such cases, more channels are competing on the same ratings’ pie and therefore lose income.

This trend even transcends to non-competitive markets with the penetration of Netflix, a long-tail of additional OTT services and the change in viewers’ habits. The Israeli market sets a great example, as reality TV hits such as The Voice and The Big Brother that once surpassed the 30% ratings average easily are far away from reaching it in 2017.

For reaching the same reach on TV, advertisers need to spend more up to a point it is becoming too expensive and somewhat ineffective. This logic may explain why Adidas has recently announced it ditches TV advertising and focuses on mobile advertising instead. In return, Adidas hopes to quadruple its earnings from e-commerce sales in the following 4 years.

Adidas takes an audacious, yet calculated, risk. However, such act holds 3 major consequences.

First, by ditching TV advertising Adidas also ditches its older target audience, while planning to compensate the future income loss with an increased e-commerce activity and lower point-of-sale expenses.

Second, Adidas is probably the only mega brand that declared it would stop using the TV medium. Although Global consumer goods corporations like P&G did allocate more for digital, they still advertise massively on TV. It is likely that after such crucial decision, other companies might take the same approach on the local and global scale.

Third, this act affects directly on advertising agencies’ business model. While Adidas is capable of buying digital media independently, it does rely on advertising agencies for strategic and creative services. In this new marketplace, agencies would fight on digital budgets and might even charge for their services, the same way consulting companies are charging their clients for billable hours.

Currently, Adidas remains a pioneer and other brands are yet to follow. However, if Adidas move indicates a new trend, we are expected to view an accelerated growth in the three growth engines of digital advertising — Mobile, Video and OTT.

Dashboard of the Month: Competitive Ad Placement Insights

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 and/or watch tutorial video below.

 

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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The Transformation of Display Advertising

Not that long ago, Bill Cameron introduced the world to “the growing phenomenon that is the Internet.” While absurd to think about today, the introduction of the Internet and the simplification of connectivity was groundbreaking and not as well received as one would expect.

While many industries took the slow route on their journey to accepting Internet as a way of life, advertisers were some of the first to recognize the increased advertising space the Internet brought them.

The Early Days: Banners Ads

In 1993, Global Network Navigator (GNN), a project company of O’Reilly Media, realized that they could work directly with similar companies in order to promote products on their site for money – and so they became the first commercial publisher to offer display advertising in the form of direct partnerships.

Soon after offering the first advertisement to a local law firm, companies recognized that there was a new form of advertising in the making, and quickly jumped the direct partnership bandwagon, however it was HotWired which really changed the world of display advertising as we know it.

On October 27th, 1994, HotWired ran a delightfully cheese clickable ad with the simple words “Have you ever clicked your mouse right here? You will” on it and forever changed digital advertising. By setting aside dedicate space on their sites as commercial space and developing a new model based on clicks, HotWired effectively introduced the CTR model to advertisers – a move which quickly proved to be extremely profitable thanks to their reported 44% click through rate (Just a little perspective – today marketers consider anything in the double digits a unicorn).

The Growth Spurt: Ad Networks

After recognizing the potential to reach millions of users in the form of digital advertising, the idea that there should be a solution connecting the website owners with space to sell to the companies with products or services to advertise came up – and so ad networks were introduced.

In 1996, DoubleClick unveiled the first platform that did more than connect space sellers and buyers – it had the ability to track banner click through rates and impressions, giving key insight into their effectiveness while helping companies earn revenue and understand consumer behavior better. Beyond offering reporting capabilities and tracking banners, DoubleClick showed the world that advertisements are not as permanent in the new digital age. If formerly advertisers had to commit to a single campaign and run it on print ads and television, with DoubleClick, they could easily customize campaigns and change ads almost instantly, reducing wasted funds and improving segmentation and effectiveness of their campaigns.

The Rise of Google

Two guys by the names of Larry Page and Sergey Brin founded a little thing called Google in 1998, competing with the likes of AltaVista and Yahoo in the search engine space. Around that same time, Bill Gross invented the PPC model of advertising on his site GoTo.com. Recognizing that PPC was a way to monetize search engines and not just commercial sites, Google quickly sought a way to monetize their search engine and shortly after launching introduced AdWords.

Initially AdWords only offered CPM advertising, leaving them in the dust in terms of revenue when compared to GoTo (which became Overture when Yahoo purchased it for a whopping $1.63 billion). When Google revamped AdWords in 2002, they took a page from Bill Gross’ playbook and offered PPC advertising, as we know it today. Page and Brin understood that clicks played a part, but relevance to the search was what drove customer experience – suddenly companies had to pay big money to appear first, but they also had to be relevant to what the consumer was searching.

This simple understanding that consumers drive demand and not the other way around is what drives digital advertising today (and makes Google the undisputed search engine king and advertising conglomerate it is today).

The Social Media Revolution

In 2004 Facebook was launched as a platform to connect college students, yet the social network quickly took off as a platform extending beyond the confines of higher education. Just two years after foundation, on August 22nd 2006, Facebook announced the launch of their advertising module – a move that would have a profound impact on social media marketing and digital advertising as a whole.

Within a year Facebook developed the algorithms to enhance hyper segmentation based on the vast data it was able to accumulate on users, and from that point on, the only digital advertising that matters is the one that meets your exact target audience. By taking the “relevancy” criteria Google integrated with their PPC network, Facebook taught consumers and digital advertisers alike that consumers should only be shown target ads based on their specific likes and behavioral patterns. Other social media sites such as Twitter, YouTube and even Google+ quickly fell in line, quickly catapaulting the impact of social media on the world of digital advertising.

Where will digital advertising go?

 As consumers are increasingly aware of display advertisements and competition heightened by availability and easy access, companies have to improve their creative campaigns and digital strategy in order to appeal to consumers and gain the coveted clicks and conversions. To do this, many digital advertisers are turning to competitive analysis tools (such as our very own AdClarity) to gain valuable insight about competitors and leverage the results similar companies achieved in order to improve ROI and maximize customer conversion.

In the future, digital advertisers will have to continually focus on the competition while trying to balance the ever-so-delicate line between content and advertisement, as consumers want more and more relevant content that feels less and less like an advertisement.

Dashboard of the Month: Actionable Insights are in our DMA

Every month, we will present one dashboard that received highly positive feedback from our clients. We believe that sharing dashboards can help marketers facing similar day-to-day challenges. To kick this project off, we choose our new DMA (Designated Market Areas) data dashboard.

Recently, we completed the deployment of servers across 53 US DMAs, unfolding a terra incognita of insights for US companies. For the first time in the digital advertising era, we provide for our clients a comprehensive tool set allowing them to learn how competitors orchestrate digital campaigns. Our new tool set allows you to view which campaigns and creatives are promoted in each DMA, in addition to a variety of selected local and national publishers, thus demonstrating the competitors’ overall focus and share of voice from the DMA perspective.

The DMA dashboard is aimed at providing actionable insights in 4 major marketing challenges.

Challenge 1 | Getting a clear view on competitors’ digital performance within the US

 

DMA map

Geographic Reach in the US – DMA Breakdown

What do I see? The DMA breakdown highlights from popular DMAs across the US from a competitors’ perspective. By looking at the color-coded DMAs, you can identify the “hot spots” where your competitors devote focus, and the territories where you hold a relative advantage.

How it could help me? The geographic chart provides higher level of certainty when determine which US markets to focus on, even before you drill-down into the competitive landscape in each DMA.

 

Challenge 2 | Distributing campaigns wisely in different US markets

 

DMA data

DMA Data Chart

What am I looking at? The DMA chart above discloses the dominance of brands across different DMAs. It can point out strong market leaders in the US, and indicate what are the most advertised US markets, against those that are relatively exhausted.

How it could help me? This chart enables you to allocate funds wisely. You can invest less in territories that you are already very dominant, and invest more in territories where you want to increase your dominance.

 

Challenge 3 |Understanding competitors focus

 

DMA ranking

Campaign ranking across DMAs

What do I see? The relative ranking of top campaigns for each DMA. You can view the ranking differences across leading territories. Clicking on a specific ranking will show the top creative for a campaign on the right side of the screen. By hovering you can view the top publisher and mediator chain.

How it could help me? The ranking indicates how your competitors promote specific offers, products, and services in each DMA. In this example, BestBuy promoted Huawei products significantly in Oklahoma and Miami, but promoted Huawei less in most markets.  In addition, you can view your competitors’ most promoted creatives and popular sites.

Challenge 4 | Optimizing the mix of national vs. local publishers

 

publisher by tier

Geographical Breakdown per Publishers’ tiers

What do I see? The following chart presents the local/national publishers’ ratio per each DMA. In addition, the chart presented holds another layer of data, allowing you to understand which type of publishers are selected by direct competitors.

How it could help me? Analysis of the chart allows you to view DMAs where local advertising is dazzlingly popular. You can also filter the data per a specific competitor and view their publishers’ emphasis in terms of tiers, local or national and specific publishers.

In the next month, we will present the XY data dashboard pointing out the placements of competitors across publishers, channels, and countries

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