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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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

Dashboard of the Month: A New Generation for Lead Generation

After deploying dozens of successful dashboards for international publishers, we are extremely happy to present our Lead Generation dashboard aimed at increasing revenue for publishers.

By combining some basic business principles with AdClarity’s technology, we built modular dashboards that take into consideration the relevant competition and prospects.  The underlying premise is that advertisers are looking for a certain audience when deploying campaigns. In other words, advertisers will choose publishers based on the reach to their desired target audience.

Needless to say, Advertisers are rarely choosing only one publisher for a deployment of the campaign. In fact, there are many equivalents and recognized publishers capturing a similar audience due to the type of content they generate, and advertisers are inclined to distribute their campaigns across such relevant publishers.

However, in the eyes of an advertiser, not all relevant publishers are counted among the favorite ones due to many factors. For that reason, we designed the Publishers Lead Generation dashboard which is set to cope with three main challenges: how to find relevant clients not using my inventory, how to increase the share of wallet among my existing client-base, and how to keep track on advertisers’ activity on a regular basis.

First Challenge| How to reach relevant prospects not using my inventory?

What do I See: Advertisers’ campaigns that were detected on competing publishers and not on your platform. To your left, you get a list of advertisers sorted by the number of ads scanned. Clicking on an advertiser will unfold the share of voice of competing publishers for the advertiser’s activity. Additionally, you can view the creative screenshot to your right.

How could it help me? The combination of advertisers using your competitors’ inventory without using yours indicates a potential client which remained an untapped opportunity. With this dashboard, you can estimate whether some prospects advertise massively with your competition. Then, you can plan on which advertisers you wish to invest resources and draw them to use your inventory.

Second Challenge | How to increase activity among my client-base?

What do I see?  A list of existing advertisers that you own a share of voice that is smaller than 50%. You can view your campaign and overall share of voice for any advertiser you chose.

How could it help me? As a publisher, you are unaware to the share you possess out advertisers’ overall demand. Knowing your position for your current clients, up to the campaign granularity, allows you to approach your client base and offer them to extend activity on your platform.

Third Challenge | How to keep track on clients’ activity?

What do I see? Advertisers’ activity on competing publishers. The percentages on the advertiser list indicate how significant was an advertiser activity on a certain publisher. When you choose specific advertisers, you will get a Share-of-Voice referring only to the advertisers you chose. The charts below provide the daily trending activity, and the filters allow you to choose a certain country, channel, as well as advertisers’ category and delivery method (was it direct or programmatic).

How could it help me? you can view whether a certain advertiser uses your platform consistently when it advertises on competing publishers. Such data can highlight whether an advertiser stopped working with you for a certain period, but still works with your competitors. Also, you can estimate the scope of advertising for each competing publisher relative to yours.

On June, we will present our A/B Testing dashboard focusing in finding your competitors’ most successful creatives for a campaign, and those that did not endure.

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If you are interested in exploring our dashboard portfolio and find out which dashboards can be relevant for you please Click Here

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!

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.

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.

Top Digital Advertising Trends for 2017

It’s that time of the year again! Xmas and New Year Holidays are over  and new 2017 promises to bring many changes to digital advertising world.

As a leading digital advertising BI solution, our goal is to help our clients stay ahead of the game – and sometimes that means giving you the tips and insights of our top researchers into what they think the top digital advertising trends of 2017 will be:

  1. Video Consumption is slowing down – don’t stop your video campaigns just yet, but reconsider where you publish them instead. While video consumption is expected to go down on desktop, eMarketer reassures us that mobile consumption is still going up.
  1. Social Media is Strengthening for eCommerce – with more and more tools coming from social media sites (think paid Instagram campaigns through the Facebook and new features on Twitter), eCommerce is going to see a big boost in 2017 as campaigns in social are geared towards conversion.
  1. The Pokemon Effect – pushed by the successful immersion of augmented reality thanks to Pokemon Go, 2017 is expected to see an increase in the use of augmented reality, specifically in mobile marketing. With over 500 million downloads and 20 million daily active users, one thing is sure – consumers love augmented reality!
  1. Better Data Visualization – after the rise of info graphics a few years ago, it makes perfect sense that marketers would want more solutions for data visualization to improve digital marketing campaigns. How do we know? We’re speaking from experience! BIScience just launched a brand new Ad-Intelligence visualization solution and its getting great reviews from digital marketers across all sides of the marketing funnel maximizing the tool to understand competitive analysis on a whole new level– want to learn more? Click here!
  1. Live Stream Everything – if the presidential debates were live streamed, digital marketers need to understand that the idea of live video is so immersed in modern society, that brands that do not utilize it as part of their digital advertising strategy risk losing market share and relevance in the eyes of modern consumers.

Not all Advertising Channels are Equal for Digital Advertisers

As a digital advertiser, you surely spend a great deal of time, energy and money on digital advertising for your brand. Your goal is to get consumers to notice your brand – so how do you do that in the most effective way possible?

Know your target audience

The first thing you need to do is know your target audience and understand their pain points. Once you understand their specific needs, you will have a better idea of where to find them.

Realize that not all channels are right for you

Did you know that apple only joined twitter in the beginning of 2016? As the undisputed smartphone leaders, they realized that their target demographic simply wasn’t on twitter and so they did not feel the need to allocate resources to managing a twitter account until recently.

Consider the way your ads are received

Taking the knowledge of your audience one step further is the ability to recognize the timing and placement of your ads and use that information to decide what medium would be most effective. If your audience spends time on their mobile device and your conversion funnel is mobile based, spend more resources on mobile media. If your audience is heavily invested in social media, that is where your traffic needs to be diverted.

Know when your influence matters

Wasting money for the sake of wasting it is never a good idea – look at your competitors, examine previous campaigns and determine the optimal times for your advertising campaigns and focus on them.

Interested to Know More about Your Video, Mobile or Display Advertising CompetitorsGet a Live Demo with Adclarity Team 

 

The Evolution of Programmatic Buying: Top Obstacles in Programmatic Advertising

In today’s day and age, it seems that programmatic advertising is everything. Despite being a relatively new tool for digital advertisers, it has increased in popularity rapidly due to the improved results advertisers can get from hyper targeting and modifying bids in real time without the need for manual involvement.

Despite the dependency on programmatic advertising, there is still a great deal of challenges that digital advertisers find themselves dealing with.

The Danger of Bots

One of the most notable obstacles that programmatic advertisers have to deal with is the presence of bots on the internet. It is believed that almost 50% of the web is comprised of bots, and an overwhelming majority of them are considered ‘bad bots’ that skew advertising results, impersonate humans and increase the prevalence of spam.

Viewability Fraud

One of the most common obstacles bots cause is in the viewability results displayed to digital advertisers. Ad Fraud, especially due to viewability issues, is such a concern that companies such as Google and AppNexus have premium services guaranteeing “fraud free” ads for advertisers. Despite this solution, the problem is still a difficult one for digital advertisers, especially those seeking non-traditional advertising ad networks to use for their campaigns.

Time to create creatives

An interesting obstacle that digital advertisers have had to deal with is the inability to make enough creative to test as quickly as programmatic tools can accept them. To combat this, many programmatic creative tools have been created, yet their use is one advertisers are slow to integrate into their workflow.

Ultimately, the biggest concern digital advertisers have to deal with is the lack of understanding of programmatic and the newness of the technology.

 

 

Three Tips To Keep Brand Identity Among Holiday Frenzy

Part of your efforts as a digital marketer are to uphold the brand identity guidelines of your company – a task that is much harder to perform around the holidays when everything around us is recolored to match the season.

There is no easy answer, but there are a few things you can do in order to ensure that your campaigns stay true to your brand.

Tip 1: Remember Your Identity 

 The most obvious tip is to remember your brand identity and what it stands for. It is absolutely ok to change and adapt for the holiday, but do not go to far out from your brand identity or you risk alienating your existing customers who are loyal to a particular brand.  Consider adding light ‘holiday flair’ if you cannot integrate new colors without damaging your brand integrity.

Tip 2: Own Your Holiday Spirit

If you decide to change some aspect of your branding and colors for the holiday – own it! Remember when starbucks changed their cups to red and the internet freaked out? They didn’t apologize, merely explained their action (and got a whole lot of great press along the way). Go into the holiday season strong and you will come out strong!

Tip 3: Remember your Audience

 Want to promote a Christmas special but your audience is predominantly Jewish? Love Kwanza colors but targeting Christian audiences? It’s important to know your audience and respect their holiday spirit when considering holiday campaigns.

Extra tip: Enjoy the holiday season! It is all about family and happiness and that is what is important at the end of the day!

Seasons greetings from all of us at Adclarity by BIScience!