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Why It’s So Important For Brands to Have Data on Ad Creatives

Jan 31, 2018 10:00:00 AM

Ad intelligence software can tell you exactly how your competitors spend their advertising budget. But knowing what campaigns they spend their ad budgets on is equally important. 

Some ad intelligence solutions provide data on budgets and sites where brands advertise. But not a lot of them show you exactly what creatives they’re investing in.

This is a major ad intelligence blind spot. 

Brands need information on individual creatives. Without it, you miss out on opportunities to boost digital ad ROI. In fact, there are five big reasons why having data on creatives is essential in any ad intel solution.

1. It uncovers competitor messaging.

With data on creatives, you can see which marketing messages competitors are using. You can determine points of differentiation they're trying to own. And you'll see what triggers, like benefits or allure, they use to sell their products. 

This information can be reverse engineered to steal your competitor’s thunder. Or, you can use it to further differentiate from the competition. You might even use it to directly refute the competition's claims.

2. It highlights strategic priorities.

What products are competitors promoting? How are they promoting them? What amount of money are they spending?

Data on competitor creatives can uncover a brand's entire strategic playbook. It can tell you what moves they're making. And it can help you build your own strategy to counter theirs.

It's like being a fly on the wall during their brainstorming sessions. And it's all possible when you have data on the creatives that thousands of brands are running.

3. You can see brand-specific data.

When you use an ad intel solution like Pathmatics, you can see more granular data on creatives, too. You'll have insight into each sub-brand or product line a competitor is promoting.

For example, if you compete against Apple, you can view all the creatives it's running. But, you can also isolate creatives by sub-brand or product line. That means you could segment and review only creatives the brand is running for certain iPhone or iPad models. This allows you to isolate messaging strategies and compete with specific business lines.

4. The data reveals time-sensitive campaigns.

Data on creatives can also be broken down by specific time periods. Say you're a retail brand and the holidays are coming up. You'd be able to see how a brand's activities unfold each day during this lucrative season. This, in turn, would allow you to capture real-time opportunities and market share. 

You can watch spending spikes on certain creatives or track budget reallocations. You can see when new creatives launch or when certain product lines get promoted heavily. This all helps you beat the competition in real-time during high-value seasonal periods.

5. It identifies top sites.

Finally, you can click into any creative being run by a brand and see what top sites it’s running on. This helps you take the battle to competitors. You can see where they advertise, then counter their efforts there. Or, you can find popular sites where they don't advertise and take advantage. 

You can even see which landing pages they're directing people to from each site.

Data on creatives gives brands a serious edge. It'll help you plan your own ad strategy and identify lucrative opportunities. It'll also help you reduce the chance competitors foil your plans. 

In short, it pays to be in the know when it comes to ad creatives.

Want to See Examples of Data on Creatives From Your Competitor?

Request a free competitive brand report on your top competitor to see top creatives, daily spend & impression share, buying channels & intermediaries, top sites, and more.


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Jordan Kramer

Written by Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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