Ad Intelligence offers expansive coverage of any advertisers online ads and equips you with the tools needed to evaluate ad copy, specific advertiser campaigns, publisher efficacy and more, helping guide you through a brand’s advertising strategies.
What is the Value?
With the increase in digital ad spend and more ways for consumers and retailers to discover B2C products and services, Ad Intelligence offers ways to research, compare, and monitor the advertising strategies and budgets of your closest competitors. With comprehensive coverage of display ads, who advertises them and who publishes them, Ad Intelligence can guide you in your ad research and provide justification for your own advertising strategies.
Some highlights of the new data include…
- Broad ad coverage, including traditional online publication, retail advertisers, social media advertising, and popular ad-networks.
- Ad impressions, and their change over time
- Ad investment changes and trends
- Campaign duration, including first seen and last seen for ads
- Campaign reach; how many publishers were these ads found on
- Publisher traffic sources
- Multiple paid channel information (currently only available in Display)
- Geographic split (coming soon)
Ad Intelligence Use Cases
- Monitor and benchmark against competitors’ ad creatives, their strategies, and their spend to improve your own campaign effectiveness.
- Identify opportunities for your own creatives, find audience gaps, and forge new publisher partnerships.
- Evaluate with thorough detail a brand’s ads, their advertisers, the campaign, and their geos of focus.
- Analyze ad investment changes and trends across top brands in different markets.
Who is this for?
There are many teams that can leverage Ad Intelligence:
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Marketing:
Similarweb’s new Ad Intelligence product provides insights into competitors’ strategies to benchmark performance, identify opportunities, and optimize their own campaigns. -
Paid Acquisition Managers:
Understand industry trends, benchmark client performance against competitors, grow budgets, pitch and demonstrate value, and verify ad placement for campaigns and others. Optimize ad spend and improve the effectiveness of your campaigns. -
Media Strategy and Planning:
Monitor competitors’ advertising activities, analyze brand positioning, and identify opportunities to distinguish your campaign in the market. -
Creative Teams:
Gain insights into your ad performance compared to your competitors' advertising activities. Monitor industry trends to optimize ad inventory and maximize revenue. - Performance Managers: Gather data for market analysis, competitor benchmarking, and strategic planning.
Metrics and Insights
- Spend - the amount spent per campaign within the selected parameters, or the estimated dollars spent on a publisher
- Impressions - the views collected for the target campaign or ad within the selected parameters, or the views from a target publisher
- Campaigns - a set of creatives all leading to the same landing page
- Ads - the actual display ad or creative detected
- Publishers - the domains running the ads
- Device Breakdown - the breakout of impressions or spend between mobile web or desktop
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Ad Placement - the breakdown of the position of display ads
- Above the fold - the top of the page, before the user has scrolled down
- Below the fold - lower on the page, after the user has scrolled a little
- Far below the fold - even lower on the page, after a lot of scrolling
- Performance over Time - the trend of ad spend and impressions
Where Does The Data Come From?
Our methodology behind this data is collected in a similar fashion to how we collect our other data.
- Collection: Across desktop and mobile web browsers, we utilize our Contributory Network, First Party Direct Measurement, and utilize a Broad Ads Collection.
- Ads Processing: We process at the metadata level the advertiser, publisher, campaign, and the ad creatives
- Modeling and Prediction: We use impressions and estimations per ad-publisher.
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Output
- Creatives
- Impressions
- Ad spend
- Publishers
- Daily updates
- Performance
FAQ
Q: How does this differ from the previous Display offerings?
The new module introduces significant improvements including new performance metrics like impressions and ad spend. There's greater coverage of ads, publishers and advertisers. And there are new report functionalities that expand on the insights you can find.
Q: When is the new data going to be available via API?
We aim to have that available by the end of Q2’25. Batch API will also be available by the end of Q2.
Q: Can I compare advertisers like in other reports?
Comparison mode is scheduled for a Q1’25 release.
Q: Which additional channels/formats are you going to cover in the future?
Youtube, videos and social media are our upcoming focus.
Q: I want to track a new site or advertiser that is not available. How can I analyze it?
Please let your Account Manager or Client Success representative know, and they will look into it.
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