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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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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Dashboard of the Month: Detect and React to Digital Campaigns

AdClarity’s New Campaigns Alert dashboard is basically a war-room tool allowing you to view the new digital activity of your competitors in different channels and markets. We also call it a Detect-and-React dashboard, since it helps you in detecting new digital activity, and then deciding the proper course of action.

The advantage of TV campaigns data is not obvious on digital media, as campaigns can appear on a countless number of publishers in many variations. Unlike TV or OOH campaigns, digital campaigns contain many call-to-action elements, that are also held by other distributors (retailers, e-commerce sites) that promote your products.

While most marketers are provided with a day-after data to TV campaigns, the long-tail of digital campaigns and their sources that make it almost impossible to track competitors’ activity in real time and choose whether the nest course of action is to respond with a counter promotion or campaign.

Moreover, digital campaigns may contain very important information. For example, they can give vital signals if a campaign is about to run on TV, or alternatively illuminate competitors’ promotional offerings. In some cases, you can even compare how distributors promote you and your competitors’ products.

Let us go over the process of detecting, analyzing and reacting to competitors’ activity.

From this point, we are inviting you to check the video below, explaining all 3 challenges or/and keep reading the article

 

To explore dashboards yourself, please follow The Link  

First Challenge – Detecting | How to view new digital activity on the local or global scale?

digital activity global local

What do I see? The number of new campaigns detected per territory (Country, US Market), and by the entity type – is signified by the campaign URL owned by the brand (Direct activity) or by the distributor (Indirect activity).

How could it help me? An overview of competitors’ activity. You can pinpoint the geographies that have increased activity, and determine if that activity derives from direct or indirect activity.

Second Challenge – Analyzing | What is my competitors’ direct and indirect strategy?

competitors strategy

What do I see? A comprehensive breakdown of new campaigns across channels to your left, and even more elaborate info on campaigns that are launching, including what are the active channels, you can determine whether it is it a branding or promotions campaign, and on how many publishers it was spotted. You can use the filters to determine the timeframe, with an option to only view only activity for certain brands and countries, and you can choose if you want to view distributors or direct activity. Clicking on each campaign name will redirect you to a top campaign creative and landing page view.

How could it help me? You can analyze how your competitors promote new products or on the verge of rebranding their existing products. The scope of publishers indicates if the campaign is small or relatively significant. You can also view what are the creatives and call-to-actions for a campaign that started running in parallel on traditional media.

Third Challenge – Reacting | How to respond effectively to competitors’ campaigns?

respond to competitors campaigns

What do I see? All activity for a certain territory. You can easily select the territories you are interested in to view in both direct and indirect activity.

How could it help me? After analyzing the commercial offerings, you have the tools to decide how to counteract better your competitors. You can launch your own campaign, adapt your forthcoming campaign to the new offering or encourage one of your distributors to promote a campaign. Either way, you can block your competitors’ major activity immediately with designated campaigns, or at least be aware of the activities made by your competitors.

 

In May, we will address how publishers can generate leads by viewing competing publishers’ activity on display and mobile.

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Dashboard of the Month: Video Media Strategy Analysis

AdClarity’s new Dashboard of the Month (DOTM) is focusing on the two main verticals of digital video advertising – publishers with video activity and YouTube. The traffic and quality of YouTube channels and video publishers set the overall cost for media buyers and is often correlated with greater engagement and awareness rates. Since prices differ significantly and are subject to Real-Time Bidding, indications on competitors’ video Ad-spend estimations are largely inaccurate and are prone to overpromising.

However, the most important insights are derived from the “How?” – the video media strategy – rather than the “What?” – the exact ad spent. In other words, the crucial question is “Which publishers and YouTube channels are my competitors choosing, and to what extent?

Google allows access for its top 5% of premium inventory to Advertisers who are paying top dollar to buy upfront with Google Preferred. For media buyers, advertising on top channels costs more but also brings higher engagement and awareness rates. Following this Pay more get more approach, media buyers of mega brands are taking up Google’s proposition in droves for improving their digital performance. Similarly, publishers are selling their premium inventory in private marketplaces, by using fixed prices and auctions with limited, high-profile, bidders.

Designing a high-level dashboard of video activity is quite a challenge since media buyers mostly require a tactical tool which would allow them to view real-time activity as a proxy to bid less/more on video ad placements.

With thousands of scanned YouTube channels and video publishers, and unique granularity abilities, we took into consideration various parameters including the tier, the number of competitors using similar video inventory to deploy their campaigns on, the pre/mid/post-rolls placement and the ad-skip option. With these parameters, we designed our top-down Video Media Strategy Analysis Dashboard on this basis.

Before jumping into the challenges our new dashboard is coping with, if you are already willing to experience our new DOTM, simply click here.

First Challenge | Uncovering the tier breakdown

What do I see?  A “tier” view of publishers and YouTube channels. you can view how many ads were scanned on publishers with video activity across premium, mid-tier, long-tail and local sites. In YouTube, you are provided with an equivalent view unveiling a share of top 1% and top 5% channels.

How could it help me? As publishers and YouTube channels are defined by their traffic, a tier perspective serves as a proxy for ad spend and category choosing. By knowing competitors’ emphasis on categories and tiers, you are able to compare your activity to that of your competitors and estimate their dominance in your active verticals.

Second Challenge | What’s the best way to deliver the message?

 

What do I see? The video ad length and ad-skip ratio. You can view what was the preferred delivery method for a brand, and the diversity level of short and long ads. In addition, you can view how many ads were detected as pre/mid/post-rolls.

How could it help me? In YouTube, promoting a non-skippable ad means spending more. On the other hand, promoting long ads (that are skippable by nature) indicates the brand has confidence in the content it releases. By viewing competitors’ activity, you can define whether short or long ads would work best for you, and choose whether to focus on a certain format or a mix between short and long creatives. Moreover, with the breakdown of pre/mid/post-rolls ads you can identify the “Where” and the “When” of ad placements.

Third Challenge | Which videos to bid more on?

What do I See? The top 20 most popular YouTube videos and channels for all, predefined, competing brands. You can choose the relevant dates to view a unique list of channels and videos, and find the relevant top 20 channels and videos in each category.

How could it help me? Deciding on the right bid is probably the most crucial pain point in the bidding process, since media buyers are, in most cases, unaware to which channels and videos their competitors are widely using to place their campaigns on. Getting a clear view of YouTube activity helps professionals to decide wisely, based on competitive analysis and almost in real-time, how much to bid on popular ad placements.

On April, we will present our New Campaigns Alert dashboard focusing on identifying new campaigns across channels and countries.

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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

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

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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