Buying an ad intelligence platform solution is a smart decision for brands looking to take their digital advertising strategy to the next level. Ad intelligence solutions improve transparency, inform advertising strategy, and provide actionable insights into spend and performance.
That said, failing to choose the right platform can result in a big investment wasted.
Whether you’re searching for a program to benchmark your campaigns, or researching your competitors, avoid these mistakes when choosing an ad solution.
1. Assuming Integration Is Possible
A major mistake brands make when buying an advertising intelligence solution is assuming the platform will automatically integrate with their existing technology. Consider your current communication, analytics, and database programs. How will the ad intelligence solutions interact with each system? Are you able to work with data between the old and new systems?
Don’t assume a solution will just magically adapt and fit in with other business tools. Ensure the platform smoothly integrates with existing technology and data so you can get the most out of your solution.
2. Choosing a Limited Ad Solution
Are you choosing a comprehensive solution that addresses all of your digital advertising needs?
Think about why you’re buying an ad solution. Are you looking to analyze the performance of ads across all platforms? Or do you want to gain insight on your competitors?
Brands need to consider all factors before buying a solution. For example, if you need a platform that reports on all formats and devices, and the one you choose only covers social, you’re limiting yourself.
Consider ad intelligence solutions that track thousands of brands, all formats and devices, direct and indirect data, top sites, total spend and impressions. Take the time to confirm the solution includes all of the necessary features you need to give your brand that competitive edge.
3. Misjudging Costs and Time For Training
Ad intelligence solutions are designed to improve efficiency, but when they are expensive and too complex, they can put your business at a disadvantage.
The longer it takes you to learn how to use your new platform, the longer it takes to see the benefits. You want a platform that is easy to navigate so your team can use it right away. Look for solutions that are clear, concise, and easy to use. Consider your needs and choose an ad solution that works for your entire team.
4. Failing to Test the Ad Solution
A big mistake when buying an ad solution is not adequately testing the software beforehand. Vendors can mock up a great website or narrative, but looks can be deceiving.
If you don’t demo the solution before buying it, you might find that it’s not as comprehensive as you thought. You may find that it doesn't provide enough brand tracking, or it lacks real-time data. Consider asking your ad solution provider these questions to ensure you’re choosing a quality solution:
- What are the sources of your data?
- How far back does your data reach?
- How do you segment your data? Can you set filters to track specific users or categories?
- How do you maintain and define your audience segments?
- What metrics does your data use?
Quality ad intelligence solutions are guaranteed to help you outsmart the competition.
Interested in finding out how Pathmatics can advance your ad strategy? See how Pathmatics works here.
Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.