Are you in the market for an ad intelligence tool to enhance or improve your digital efforts? Perhaps you’re window shopping for data so that you can run more competitive campaigns. Or maybe, you want to know where you’re wasting money in your ad buys. Whatever the reason, advanced tools give you a way to see into the digital advertising landscape and bring you more success in your ad execution.
Here’s a look at what ad intelligence tools can and can’t do, the pieces of data your tool should provide, and how this applies to your competitive strategy.
What Ad Intelligence Tools Can and Can’t Do
First things first, what does an ad intelligence tool actually bring you? For starters, the type of data provided by a tool helps to inform your digital advertising strategy by providing spend insights and transparency. Brands use this data to benchmark against competitors, audit current campaigns, decrease fraud, and eliminate waste.
Understanding how a site is selling, and how partners are buying inventory, helps you to negotiate better deals and evaluate prospective vendors. Is a partner you’re already working with placing creatives on a site you’d like to target? Having this data at your fingertips enables you to become a more powerful force for buying the placements that bring you the greatest return.
What can’t an ad intelligence tool do for you? Well it’s up to you to determine the most effective channels to advertise on, but having transparent data certainly helps you make that call. Ad intelligence tools also cannot negotiate or buy on your behalf. But, when you can see under the hood of a site’s selling strategy, you are in a better position to make more data-driven and confident decisions.
Head over here for more information on what ad intelligence tools can and cannot do for you.
What Pieces of Data Should Your Ad Intelligence Tool Provide?
Your business is digital and you need directional data that is as real-time as you can get. An ad intelligence tool should provide you up-to-date data go guide your day-to-day decisions.
How is your industry spending? An advanced tool can show you how your category is buying ads across different device-types, giving you an important benchmark to consider when planning your campaigns. What sites are brands within your category targeting? An ad intelligence tool will show you top sites by spend and impressions so you can identify any missing opportunities in your strategy.
In addition to top advertisers and sites within your category, how are similar brands actually buying? Are they going direct or using ad tech partners to execute their ad placements? A best-in-class tool will show you a breakdown of how all of the ads within your category are being purchased so you can view top partners. Digging deeper, you can take a look at the top advertisers and sites per vendor to give you a big picture of how a vendor operates.
For more information on the data an ad intelligence tool should offer, click here.
Because, Your Competitor Is Already Watching Your Every Move
Competitive intelligence is becoming increasingly more important as brands turn to digital and fight for impressions. Chances are your competitor has already enlisted an ad intelligence tool to analyze their own campaigns, and to spy on yours. Do you have a way to see your competitor’s top creatives, the sites they are running (both directly and programmatically), the ad tech vendors they are partnering with, and historical data trends? Do you know what creatives they ran yesterday? If the answer to those questions is no, you may want to consider investing in a tool that can do your work for you.
Read more on why this matters for your brand here.
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