How an Ad Intelligence Tool Provides ROI for Marketing Departments

Jul 20, 2017 11:00:00 AM

If you could effortlessly prove ROI on your paid advertising, month over month, how much easier would your job as a marketer be? 

We’d guess a lot easier—and the numbers prove it. 

A full 40% of marketers list proving ROI as their company’s top marketing challenge, according to HubSpot’s State of Inbound report. It’s second only to the challenge of generating traffic and leads.

Now what if you could solve both of these challenges with one tool?

If that sounds compelling, an ad intelligence tool could be a good fit for your organization. 

These tools use advanced technology to show you exactly where your ads are being placed, where other brands place ads and who does the placing (directly through a website, ad networks, etc.).

The visibility provided by digital intelligence tools creates direct ROI for marketers who run advertising campaigns in a number of ways.

1. See Which Channels, Sites and Creatives Produce the Most Impressions

A good ad intelligence tool shows you how many impressions, direct and indirect, each of your creatives generates. It also shows you which channels, such as desktop, mobile or video, produce the most impressions for you. It even outlines how many impressions specific websites provide.

A digital tool then tells you how much you spent for those impressions. 

ad intelligence ROI

Together, this data gives marketers the ability to calculate their ROI per ad, channel and website. They can then invest more in what works, and divest from unprofitable channels and campaigns.

2. Spy on the Competition’s Digital Ad Strategy

Competitive intelligence software also provides impression and spend information for hundreds of major brands. Just plug in the name of your competition and see exactly how and where they spent their ad budgets. 

ad intelligence ROI

How does this translate to ROI? Consider how much you spend trying to outwit competitors. You’ll save that money immediately with ad intelligence. You’ll also spot opportunities to advertise where your competitors aren’t advertising—or beat them on the sites they rely on for impressions. 

3. Make Your Ad Spend More Efficient

Behind the scenes of each ad, an ad intelligence tool like Pathmatics tracks all the hidden activities that happen to make that ad appear. 

You see, each ad impression on the page could be filled by different advertisers and purchased through different paths. In the end, there could be several intermediaries involved in each single ad impression. Each of these intermediaries introduces a cost that is reflected in the final cost of each and every ad you purchase. 

A digital intelligence solution provides valuable detail on the route by which an ad was delivered to the user.

ad intelligence ROI

With this information, you can determine how ads might be delivered more efficiently to reduce your spend. You may also use this information to negotiate with your ad providers for better rates.

In short, being in the know pays dividends.

Is an Digital Intelligence Solution Right For You? 

Digital intelligence solutions aren’t right for everyone. To discover if one of these tools might work for your needs, read the post below. It will provide valuable guidance on how to evaluable a tool.

Pros and Cons of Ad Intelligence: Is It Really Worth It?

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Ken Roberts

Written by Ken Roberts

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.

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