Why Marketing Intelligence is the Key to the Agency’s Success

In today’s digital world, brands are expecting more than ever from their Agencies. They expect not only for ideas and concepts for creatives and campaigns, but also digital marketing strategies that evolve around programmatic buying and to ALWAYS be one step ahead of them. This means knowing what is happening in the industry before the brands themselves do and is in regards to all aspects of the industry, including business and technological solutions.

However, there is a solution.

With Marketing Intelligence and the right Marketing Intelligence tools, Agencies can overcome any obstacle standing in the way of giving the best and most well rounded results to their clients.

How?

Marketing Intelligence enables Agencies to provide their clients with the most relevant and real-time information in the industry. Through these tools, Agencies can uncover everything that is going on their client’s industry, enabling them to always know what to do before their client does. With the right Marketing Intelligence tools, Agencies can obtain any actionable insight they need to succeed.

So what should your Agency be looking for in a Marketing Intelligence tool?

Creatives

Ad agencies are still expected to deliver the full package to their clients. This not only includes their marketing strategy and campaign plan, but also creatives. With Marketing Intelligence tools, such as AdClarity, you are able to see each and every single creative your client’s competitor is running, along with which creative is most successful. See where your client’s competitors are launching these campaigns and creatives, what offerings they are using, and most importantly, which creatives are being used the most. Links that leads you immediately to the landing page are also valuable as they enable you to see one step further than the creative and give you inspiration for your own landing page, content, and call-to-actions. Picture1

Giving your client the digital marketing advice they want

With Marketing Intelligence, you can give your clients EXACTLY what they want; you can tell your clients where the best place to advertise is, where they should be placing their highest bids, and how to extend their reach via new traffic sources. Uncover not only what your client’s competitors are doing, but also what their complimentary companies are doing.

Complimentary companies are companies who target the same audience as your client but are not direct competitors. So if your client is, let’s say, in the travel industry and their main competitor is TripAdvisor, their complimentary company could be Hilton Hotels, Budget Car Rental, or even Samsonite. By uncovering what your complimentary companies are doing and where THEY are advertising, you can uncover new traffic sources that your client’s competitors never even dreamed of, enabling you to extend your client’s reach by finding new traffic source which lead to a new audience.

Become a data-informed decision maker

Don’t just guess– make informed decisions with confidence. Provide your clients with real numbers that show real results. Make YOUR decisions based on these real results. You’ll be able to show that you do have a foundation in analytics and can create meaningful and powerful KPIs which can show how YOUR efforts have increased KPIs such as click-through-rates, engagement, qualified leads, brand awareness, and so forth.

Act quickly to real-time changes

Real-time matters! There are always unplanned events, and even when there are planned events, you can never fully prepare for how it will unfold. Campaigns that may have been planned for may now be altered due to changes in the market. The speed at which you can identify these changes and adapt your campaigns to these changes can be the key to your success. Capitalize on opportunities as they come, as it’s crucial for agencies to listen to what’s happening on the web and react in real-time.

AdClarity is the top Marketing Intelligence tool which allows you to discover and gain all these advantages and much more. Not only can you see what campaigns your clients’ competitors are running, where they’re running, and how they’re running- you can see all of this information filtered down by country- unique statistics for unique locations.

Are YOU ready to revolutionize the way you do business?

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

 

What is Competitive Intelligence in Marketing?

Maybe you’ve heard the phrase “competitive intelligence” thrown around and wondered what exactly it meant. Competitive intelligence is simple: it’s the process of collecting data about your environment so you can make the best educated business decisions. The data you collect becomes intelligence you harbor to gain a competitive edge.

However, there is much more to competitive intelligence in marketing than this – there are plenty of theories and ways of gathering intelligence. Here’s a guide to help you understand competitive intelligence and why it’s important to your marketing efforts.

What is competitive intelligence?

Competitive intelligence is the action of gathering and analyzing data about competitors, their consumers, target audiences, and other outer forces that influence your marketing. This can range from looking up recent press releases about your direct competition to checking out possible competitor’s social media accounts in order to understand what issues their consumers are identifying so you can find a way to meet this need.

In short, competitive intelligence means gaining the knowledge about forces outside of your business so you can stay competitive in your field.

Is competitive intelligence legal?

Yes! Competitive intelligence is entirely legal and ethical. However, industrial espionage is not. Competitive intelligence generally covers gaining information about the external business environment, such as data about previous patterns in competitor’s business, while corporate espionage involves using unethical practices to gain insider information. Make sure you know what you’re doing before you cross any lines.

What is competitive intelligence in marketing?

In marketing, competitive intelligence can be used to better prepare for fresh campaigns. You can use the experiences of your competitor, study how their audiences responded, and compare it to your own experiences to better create effective online, print, and video advertisements. Go a layer beyond this and search for information about advertisers and publishers on the market, check which vendors your competition uses, and create a wider definition of who your competition is by looking at your direct competition’s target audience and seeing who else they are potentially looking at converting to. Remember, your competition is more than the tiny circle in your niche you perceive it to be – your competition is anyone who could take your target audience away from you.

When should you use competitive intelligence?

Competitive intelligence is always relevant, but it is especially important before beginning any new campaigns, unveiling new products, or making major changes to strategy. Gaining a complete understanding and predictions of what to expect keeps you from walking into new scenarios blindly.

Competitive intelligence offers valuable insights that marketers can use to be more effective and strategic in their decisions. Ultimately, there’s no excuse not to utilize competitive intelligence to your benefit. This information can greatly shape your game plan so you can avoid making mistakes your competitors have. How do you use competitive intelligence in your marketing efforts? What has been the most valuable type of information you gained and how did it impact your campaigns?

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

 

Competitive Marketing Intelligence: The Behavioral Targeting Challenge

One of the main challenges that marketers have today is understanding their competition’s plans of action. Ideally, these would be understood from two different aspects. The high level approach entails understanding their place in terms of competitive benchmarks. On the other hand, it is beneficial to learn from competitors’ successes, mimicking the tactics that seem to work well with certain target audiences as well as paying attention to their failures, so as to avoid making the same mistakes.The current online advertising industry, however, is based on a trial and error approach. This means that if a marketer launches a new campaign, a number of operational questions must be answered regarding the target market (i.e. Which websites and countries should be targeted? What conversion tactics should be leveraged? How should the campaign be designed? etc…). Once the campaign is launched, marketers are able to optimize these specifics as they go.

An Example: AT&T vs Verizon

While there are various aspects of planning and execution that have to be taken into consideration when launching an online campaign, two main forms of advertising are utilized in the online marketing world today: Performance Advertising and Brand Advertising. The former places an emphasis on identifying and understanding a target market, utilizing real time bidding (RTB) platforms to find the users that would be interested in a campaign. While Performance Advertising campaigns are much more costly than the alternative, they possess a higher potential for optimization. Brand Advertising, on the other hand, focuses more on ad placement and distribution volume, seeking out high profile publishers in efforts to sell inventory on premium levels. For the sake of the following example, let’s take a deeper look at brand advertising, in particular, via common tactics that are utilized by many large companies today, such as AT&T and Verizon.

Due to the fact that AT&T invests huge amounts of money in advertising, let’s take a look at a hypothetical case in which one of the agencies that they work with has a budget of a few million dollars to launch a campaign. The easiest way to begin would be to start buying data from a decent sized number of publishers in the U.S., say 1,000 or so. There is no supplementary optimization involved yet due to the limited knowledge that the agency has regarding what would or would not work in this specific situation. After one week, out of the 1,000 publishers that were utilized, only 400 managed to convert users through their landing pages and conversion funnels. The other 600 publishers could have driven irrelevant traffic, if they drove traffic at all. As a result, the marketer in charge of this campaign would remove those 600 publishers from the publisher list and switch all of the focus over to the 400 that did manage to yield meaningful conversions.

This aspect of trial and error would obviously waste time and a lot of money for AT&T, because if they had known that those 600 publishers were not relevant to their campaign, the media buyer would not have spent money on that particular media in the first place. Removing that process would save AT&T a large portion of the advertising budget that was allocated to the campaign, which translates into big bucks for a budget their size.Being exposed to competitor tactics and strategies, in particular, gives marketers the upper hand when it comes to enhancing performance and outwitting the competition.

User Behavioral Targeting

Respectively, as mentioned above, the common, yet complex, approach of Performance Advertising focuses on audience targeting for campaign planning and execution. Online advertising is based on personal behavioral characteristics and data that websites, ad networks, DSPs, and DMPs collect about everyone, every day. The advertising industry, as a whole, is putting forth a lot of effort into collecting this information in an accurate and relevant manner. As a result, this has manifested a new situation where advertisers and marketers are now able to pinpoint and direct their campaigns to specific user profiles and characteristics. Therefore, let’s say Verizon’s commerce analysis shows that the majority of their iPad sales from the previous month were to teenagers, young adults, and adults between the ages of 16 and 36, with an annual income of $100,000, located on the East and West Coasts of the United States. This specific group of users would be profiled and segmented for future targeting via online campaigns. Similarly, when AT&T would want to launch a comparable campaign, they would desire to understand Verizon’s specific targeting segments so that they could mimic that strategy.

AdClarity comes into the picture here with our innovative technology that would expose Verizon’s targeting settings to AT&T, informing them of the strategy’s success or failure.

While this sounds like an ideal marketing strategy, there are a number of challenges that accompany acquiring such information. It is impossible to manually follow and collect advertising content from billions of websites across the internet, especially when it comes to monitoring and learning millions of online users’ behavioral patterns.

Returning to our example, if AT&T and Verizon are going head to head with their iPad and wireless package bundle promotions in the U.S., AT&T would love to understand Verizon’s strategy in terms of conversion funnels and creative ad campaigns. However, understanding the kinds of audience Verizon is targeting is even more beneficial (i.e. what users they are looking for; what kinds of characteristics they are interested in; where targeted audiences live; on which websites they can be found most often, etc…). These criteria are strictly connected to Verizon’s insights into which audience would most likely buy iPads in the U.S.

In order to do so, AT&T would have to reverse engineer each and every ad impression that is displayed over millions of sites in the U.S. Once they encounter a Verizon ad, they would recognize the target audience and have another piece of the puzzle. This puzzle, however, contains billions of pieces that require automated data collection methods. This emphasizes the need for an innovative solution to overcome these ever-so-common complexities within the industry.

AdClarity Technology and Solution

User’s Behavior Simulation

There are two ways to overcome the challenge of mass data collection and analysis. One option is by leveraging an online panel containing millions of users who agree to record their online activity for the sake of market research. However, the major downside of not collecting campaign content data accompanies this approach, resulting in the collection of traffic metrics in most cases.

An alternative solution is what we, at AdClarity, provide: a platform that simulates real users. This requires expertise in the behaviors of the ad industry, mimicking real user behavior in order to operate an actual browser so that when it accesses a web page, it has the ability to render most advanced web elements, such as HTML5 and Flash. However, most importantly, our platform enables interaction with websites just like real users, performing tasks such as logging in, sharing pictures, and leaving comments, to name a few.

By collecting data in a sophisticated manner, and leveraging our own knowledge and expertise to perform analyses, we are able to present data in a way that is easily understood and actionable. From the technological side, our virtual agent technology (utilizing patent pending Behavioral Content Discovery algorithms), is a sophisticated platform of crawlers which carries a variety of controlled user profile parameters.

Data Collection and Analytics Engine

On top of our virtual agent technology, we have developed a big data platform that is able to process the huge amount of data that is collected on a daily basis. Our highly scalable technology encompasses advanced mathematical algorithms that allow us to process such large quantities of data and present our statistical insights. On average, we currently launch approximately 3.5 million virtual user agents across the web every day, with increases up to even 5 or 6 million depending on demand. Furthermore, we currently collect around 2 terabytes of advertising data per day, which has the potential to be multiplied by ten over the next year. Based on our data, we are able to share highly accurate statistics in terms of the share of voice of an ad within a publisher’s website. We perform share of voice analyses over all of the different entities involved in deployment (i.e. publishers, advertisers, networks, campaigns, etc…).

For example, you can get an analysis of share of voice of how prominent a certain advertiser is for a specific ad network. The same goes for campaigns; you can get a share of voice of a campaign in a certain country for a certain advertiser and understand which of those campaigns is the most successful. AT&T, for instance, has around 400-500 different campaigns running simultaneously every day, and among theCapturem, Verizon would want to know which ones are in the top ten, along with their strategy, parameters, and characteristics.

Our technology is contingent upon various layers for optimal performance. The first, most basic layer is our multi-geographic gateway platform, which is present in over 120 different countries across the globe, including 35 states in the U.S., alone. On top of that, we have the virtual agent technology layer (described above) as well as 3 different types of data that we collect. Some of which is collected from third party integration while we collect other parts, ourselves, from audience data (i.e. traffic streams and audience engagement in each publisher, including daily visits, monthly unique visitors, etc…) and business data, such as CPM, rates and budget information. Once all of the data is collected and aggregated, it is transformed into the big data processing platform, which allows us to crunch enormous volumes of data and extrapolate our analyses.

All in all, the examples above have clearly portrayed the necessity of access to competitive data in the realm of online advertising. At AdClarity, we have the knowledge and expertise in the behaviors of the ad industry to provide a virtual platform that generates practical data for any campaign.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

Using Media Intelligence to Optimize Your ROI

Don’t spend more – spend smart

Marketeers are always looking for ways to cut back on their spend. The amount of time and money it takes to plan an effective campaign is enormous. You must go through tons of planning, a/b testing and failures to even find out something as simple as who your real target audience is. At the end, the longer you plan, the longer you’re not in the right marketplace and that means that you’re losing potential revenue, someone could introduce a similar idea before you do, and you can fall out of step. So why do advertisers continuously spend tons of resources planning every single move and strategy from scratch when they could be building off the success of their competitors and avoiding their failed initiatives?

Stop planning – start studying

If you are an advertiser, you probably know that Google Search  is one of the most popular forms of advertising on the internet. Thousands of businesses use Google Search ads every day to promote their campaigns, products, and services. But how do these brands use Google Search to optimize their campaign performance? In all honesty, much of the work behind the campaigns is pure guesswork. Advertisers rarely know if their campaigns will draw a potential customer in to fill out a form or subscribe to a service. So how do companies produce winning ads with a high quality score? Let’s take Marketo, for example. Say you’re the marketing manager at Marketo and you are about to launch a campaign. You have probably invested in a lot of expensive and comprehensive research on A/B testing (or a lot of fails). You launch your campaign and mismatch your target audience. You launch it again and realize your creative is not attracting the right crowd. This goes on and on for months until you figure out exactly how to optimize your campaign. Even the biggest brands with the most resources will often go through a six month period where they have to constantly optimize their campaigns and creatives in order to find the most successful keywords, ad texts, creatives and bids. During these six months, huge amounts of resources are exhausted just to discover that the campaign is not working as planned; perhaps they reached a target audience that is interested in the product but is not ready to purchase it yet or maybe the publisher that the advertiser was using is not producing expected results. The brand may plan relentlessly and may think they know exactly how to manipulate their campaign and still their results would be minimal.

What if we told you

There was a way to avoid that six month sluggish period, and rather than starting your campaign from scratch, you would already know where to publish your ads, who your ripe target audience is, what is the optimized cost of a bid, and what type of creative to use?

Use Online Media Intelligence

Online Media Intelligence helps you build on your competitors’ successful campaigns, find out which publisher site converts best, target your ads effectively, and, ultimately, reach more of your advertising goals with a higher ROI. Instead of spending more, you’ll be ableto use online media intelligence to start spending smart.

What now?

With AdClarity you’ll be able to utilize all of your competitors’ expensive and comprehensive optimizations and A/B testing to find out what their failed campaigns were all about and avoid those same mistakes.gains and benefits

Increase your marketing ROI

With the use of AdClarity’s online media intelligence, you’ll be able to avoid the six month optimization period of wasting invaluable resources such as time, budgets and man power. By using AdClarity you’ll be able to launch a successful online campaign that sets you apart from your competitors and gives you a competitive advantage.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.