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Pathmatics Blog
Ad Intelligence 101 |


Native Ad Tracking Tools: Insights for Creative Advertising

December 21 2017 by Jordan Kramer

Each and every one of your brand’s marketing campaigns are unique, thoughtful and intentional. So, why not ensure your advertising strategy follows suit?

Using native competitive intelligence tools, you can conduct more agile advertising powered by analytics and historical data. With detailed insight into the performance of previous campaigns, as well as competitor campaigns, advertisers can continue to evolve and develop more sophisticated strategies.   

After all, the most successful advertisers are also the most agile. That being said, below are five creative ways to apply ad intelligence insights to your next campaign.

1. Get Competitive Intelligence on Competing Creatives

So your next campaign is launching soon, and you need creative advertising to support promotion. Before diving into creative design and content, first assess what consumers are already seeing in the marketplace. 

For example: If Google is your top competitor, use Pathmatics marketing intelligence to view the creatives currently running for Google (pictured below). Examine which ads are making the biggest impression. Are there gaps in messaging that your team could leverage in its own messaging? Can your team speak to a pain point not addressed by the competition?



2. See How Your Budget Allocation Compares to Competitors

Next, take a moment to assess how your current budget allocation compares to the competition. You can do this by creating a direct advertiser comparison in Pathmatics. The report will include an overview of spend vs. impression volume, a historical comparison of spend and impressions, a purchase channel breakdown, as well as top sites running (and not running) creatives for specific advertisers. 

With data in hand, ask yourself: Are we investing enough in advertising? Are we running the right number of creatives? Could we be more strategic about budget allocation? 

In the example below, Macy’s is spending significantly more than Nordstrom; however, Nordstrom is still beating Macy’s in impression volume. It’s also running 212 more creatives than Macy’s—even though it has a smaller budget.



3. Run Creatives Where Competitors Are Seeing Success (Or Aren’t)

Also featured in the advertiser comparison report, view top sites running (and not running) creatives for your competitor. 

If your competitor is allocating big budget to, say, Vogue.com, see if impression volume is living up to spend share. Perhaps you’re missing out on a large audience that would also find your messaging useful. 

On the flip side, you can use native ad tracking tools to find top sites that lack advertising in your trade. If competitor’s haven’t tapped into a valuable audience yet, jump on the chance to advertise and connect with those visitors.



4. Use the Ad Mocker to See Your Ad Through Consumer Eyes

Viewing your creative in draft form is a lot different than viewing it in the wild, among other competing ads and content. 

Before committing to your top choice ads, use the AdMocker tool to see how your ad will look on specific sites. To test the tool, simply type in a URL on which you’d like to advertise and upload your ad. From there, you can place your ad on the page and make a more contextual judgement on overall ad design.


5. Make Adjustments in Real Time

Truly agile advertisers change direction on a regular basis. Monitor your performance daily using ad intelligence and make changes in real time.

If a site is not living up to your expectations in regards to impressions, halt the ad and start allocating budget elsewhere. To truly growth hack your performance, A / B test different variables and take note of your brand’s most successful tactics.

And, equally if not more important, use native ad intelligence tools to avoid ad fraud and ensure creatives are running on contracted sites.

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About Author
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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