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Pathmatics · Ken Roberts · March 2018
Advertising Intelligence Solutions: How They Drop the Ball
Sometimes advertising intelligence solutions are ineffective and put your team at a disadvantage. Read about five areas where most solutions drop the ball.
Can you guess how much Apple spends on the advertisements you see before you watch a YouTube video on your phone? An average of $2.7 million a month in 2017. Do you know how we know this? Because our ad intelligence platform tracks ad spend on mobile video devices for not just Apple, but thousands of other brands. And Pathmatics also tracks spending for desktop video, desktop display, mobile display, and Facebook.
But keep in mind, not all ad intelligence platforms measure up to user expectations. Here are five areas where ad intelligence platforms usually drop the ball. Before you try and buy advertising intelligence solutions, make sure it doesn’t make these mistakes.
1. No Social Media Data
Nearly 90% of the top 500 digital advertisers use Facebook to advertise. If your ad intelligence platform doesn't track social media data, then it’s holding you back. When you don't have social ad tracking, you're blind to what competitors are doing on these popular ad channels. There’s no more avoiding it. If your ad intelligence platform isn’t tracking social, it might be time for a new ad intelligence platform.
2. Not Enough Brand Tracking
What’s the point of paying for an ad intelligence platform if it doesn’t track the brands you need? Having access to where, how, and how much your competitors are spending is vital to staying competitive.
Limited brand tracking makes it more difficult to spot market opportunities. Without substantial brand tracking you’re unable to counteract competitor moves, identify opportunities, and better understand their overall ad strategy.
3. Limited Device Coverage
Does your ad intelligence platform cover desktop display and mobile display as well as desktop video and mobile video? Does it include native advertising tracking?
Brands use a variety of different devices and formats to communicate their message to consumers. You’d never know how much a company spends on desktop display if your platform only measured social.
When your ad intelligence platform limits insight into different devices and formats, it limits your campaign performance.
4. Confusing Dashboards
The longer it takes you to learn how to use your ad intelligence platform, the longer it takes to see the benefits. Confusing dashboards and over-complicated tools make it harder to get the most out of your platform. It puts you at a disadvantage and can limit access to valuable insight.
Your platform should be clear, concise, and easy to navigate. Straightforward ad intelligence platforms are easier explain it to the rest of their team during onboarding. But when they are confusing, it can be difficult or even impossible to get your team to buy into using an ad intelligence platform.
5. Delayed Data
Can you track ad spend in real time? Or do you have to wait for your ad intelligence platform to update each week? If you have to wait, you may want to upgrade.
Real-time brand tracking allows you to always stay ahead of the competition and be the first to take advantage of new opportunities to effectively reach your audience.
The more insight available, the better your strategy. Don’t settle for a subpar ad intelligence solution. If your platform is lacking in any of these five areas, it’s time for an upgrade.