We’ve acquired Video Game Insights (VGI)!
Sensor Tower · Pathmatics · Events · · October 2022
Get Answers To The Questions Your Data Can't Answer
At Sensor Tower, we help companies answer questions their own first-party data can’t answer.
As a leader, you use data every day to guide strategic decisions, but if you’re only looking at data that comes from interactions customers are having with your brand on your owned apps and digital properties, you’re likely missing out on critical insights that can leave you vulnerable to competitive disruption. At Sensor Tower, we help companies answer questions their own first-party data can’t answer. Take a look at our post-conference wrap up video below:
Below are examples of the types of questions our customers use our data to answer everyday, helping them keep an eye out for disruptors and identifying opportunities to grow their market share.
Why it Matters:
If your competitors are outspending you or capturing the majority share of voice on retail partner channels, you could be missing critical opportunities to reach high-intent shoppers.
What it’s Worth:
According to Epsilon, more than $70 billion is spent on retail media advertising annually. Actionable insights on your competitor's retail media strategy ensures funds are being optimized and you remain in the consideration set.
How Sensor Tower can help:
Our new offering, Retail Media Intelligence, closes the gap by enabling brands to evaluate how their competitors are promoting their products in retail digital advertising campaigns and across retail media networks. Retail Media Intelligence allows you to view spend, media mix, impressions and share of voice for display, video, mobile, OTT and paid social across your selected retail partners and competitors. With this data, you can benchmark against competitors’ co-branded campaigns to understand seasonality and trends, access granular details on how retail media partners are representing competitors’ brands and products in their ad campaigns , and strengthen negotiation position with partners with visibility into their activity with competitors, so you can make smarter investment decisions.
Read More about Retail Media Intelligence >
Why it Matters:
If your consumer intelligence is solely based on data you collect from channels you own, you may be inadvertently blinding yourself to disruptive competitive trends
What it’s Worth:
61% of consumers are motivated to act on messages that save them money (McKinsey). Understanding how your competitors are using offer or discount messaging will help you develop messages that create action from your target audience.
How Sensor Tower can help you answer this:
While your data may show that your ads are reaching your target audience through metrics like impressions and share of voice, it’s difficult to understand how effectively your messaging is resonating with that audience as customer’s priorities constantly shift. Pathmatics by Sensor Tower provides insight into the messaging included in the top creatives for your category so you can better understand what messages are reaching and resonating with customers. For example, customers value budget-friendly travel experiences, so if you are running a campaign in the travel space, you could search Pathmatics for creative text that features “budget,” “saving,” or “customer loyalty.” This will give you valuable insight into how to incorporate themes that are important to your customers into your advertisements.
Read more in our Pathmatics Q2 2022 Data Digest >
Why it Matters:
With the push to scale personalization, creative variety is increasing exponentially; missing this shift could spell the difference between connecting with a buyer or not; understanding your competitor's investment can help you allocate the right budget
What it’s Worth:
Customers are 76% more likely to purchase from brands who personalize interactions with their customers, and 78% more likely to make a repeat purchase (McKinsey)
How Sensor Tower can help you answer this:
In today’s advertising landscape, consumers have endless options at their fingertips and are subject to countless digital advertisements each day, making it increasingly important to curate creatives that are relevant to your target audience.
Pathmatics by Sensor Tower gives you a look into your competitors’ creatives and ad spend so you can identify key trends and messaging that are resonating with your shared target audience. For example, Samsung is the top ad spender in the Computers & Consumer Electronics space, outspending competitor Dell 5:1. However, Dell has more unique creatives running which likely means they’re focusing more on audience segmentation and personalization in their advertising. While Samsung may reach more customers with their higher spend levels, Dell is more likely reaching highly engaged consumers who are likely to purchase based on Dell’s personalized messaging.
Read more in our Q2 2022 State of Advertising Data Digest >
Why it Matters:
More than 986 million consumers use TikTok every day. Allowing your competitors to dominate this audience could put you at a critical disadvantage with Millennial and Gen Z consumers.
What it’s Worth:
More than $11 billion will be spent on TikTok advertising in 2022. (Insider Intelligence). Keeping a close watch on how your competitors are spending on new channels ensures your brand remains top-of-mind for your target audience.
How Sensor Tower can help:
As more brands and companies turn to TikTok as an effective way to reach a high volume of relevant customers, it becomes increasingly important for advertisers to devise successful advertising campaigns for this platform. Sensor Tower’s Creative Gallery helps customers stay on top of advertising trends and compare creatives to competitors’, so they can design creatives that resonate with TikTok’s younger audience and optimize their advertising strategy for success. Companies can then compare creatives with data from our Network Analysis tool to view how share of voice for TikTok has changed over time and is impacting their downloads.
Pathmatics by Sensor Tower breaks down ad spend by channel so you can understand how competitors are adjusting their investments in different social networks over time. For example, you can quickly identify if a competitor is shifting their investment away from Instagram and towards newer networks like TikTok, to uncover which emerging channels you should include in your media mix.
Read more in our 2022 State of TikTok Advertising report >
Why it Matters:
The higher your digital spend gets, the more you have at stake. Keeping a daily pulse on your share of voice vs. competitors arms your team with actionable insights to make informed decisions.
What it’s Worth:
According to eMarketer, nearly 25% of ad spend is wasted on ineffective channels. Reacting immediately to shifts in competitive spend helps avoid wasted ad dollars on channels you're already leading.
How Sensor Tower can help you answer this:
Pathmatics by Sensor Tower enables you to easily create and save a list of your top competitors to monitor spend, impressions, creative volume, channel mix, trends over time, and more across the top brands in your category daily. This allows you to quickly identify opportunities in channels where you can win more share of voice, pivot spend away from oversaturated channels where you’re already winning, and uncover the need for more unique creatives. Understanding the larger advertising ecosystem for your category will help you better allocate advertising spend and drive stronger return on investment across all channels, ensuring that no funds go to waste.
Read more in our Q2 2022 State of Advertising Data Digest >
Why it Matters:
Any successful business will attract competition; ensuring would-be competitors don't surprise you is critical in digital, where the barriers to entry are constantly shrinking
What it’s Worth:
Sensor Tower eliminates over 2,400 hours of manual research annually for customers (Forrester). Using Sensor Tower to streamline intelligence allows you to identify and react to competitive threats faster and avoid revenue erosion.
How Sensor Tower can help:
The mobile industry is constantly evolving, with new brands and companies entering the space each day. While most companies are acutely aware of who their top competitors are in the moment, it’s difficult to catch emerging competitors before they are actively competing for your customers. Sensor Tower’s Top Apps tool helps you uncover the top apps in your category by growth over the past 12 months. This allows you to see which new players in the space are growing the fastest and are worthwhile tracking as part of your competitive intelligence strategy to enhance your product, marketing, and sales efforts. By identifying these competitors early, you can start monitoring their ad spend and creatives, product features, and marketing efforts as well as how their emergence has changed the overall market you compete in, and get ahead of potential headwinds.
Read more in our 2022 Brands on Mobile Report >
Why it Matters:
Only by comparing your own KPIs with those of your industry peers can you truly eliminate major blind spots.
What it’s Worth:
By 2025, over 44% of ecommerce purchases will be made via mobile apps (Insider Intelligence). If you're not working to optimize your mobile experience now, it could lead to competitive disadvantages in the near future.
How Sensor Tower can help:
Sensor Tower provides key insights into your competitors’ mobile app performance to understand they obtain and retain users, and drive revenue through their app. Our App Analytics Metrics allow you to access key insights such as the number of new signups and qualified leads, activation rate, time to activate, free-to-paid conversions to understand how your competitors are driving new users to their apps to inform your user acquisition strategy. While it’s important to understand how others in your category are growing their user base, Sensor Tower also helps you understand how well competitors are retaining the customers they acquire through metrics like active users (monthly, weekly, or daily), churn rate, feature usage, and retention rate. In addition, our data showcases the value of each user through metrics like average revenue per user, monthly recurring revenue, net revenue retention, and customer lifetime value. All of these metrics together can help you benchmark the value of your user base to competitors and identify opportunities to grow your active user base to drive more revenue.
Read more in our 2022 Brands on Mobile Report >
Why it Matters:
In uncertain economic times, knowing how to benchmark budgets against those of your competitors becomes increasingly important to maintain your market share.
What it’s Worth:
More than 30% of consumers are utilizing digital price comparison tools to help combat rising prices (Gartner). Knowing exactly how your competitors are adjusting their media mix and messaging based on macroeconomic trends allows you to identify opportunities to capture consumer spend.
How Sensor Tower can help:
Sensor Tower’s Pathmatics Platform can help you benchmark your advertising spend against your competitors as macroeconomic trends lead competitors to adjust their advertising strategies. Monitor your competitors’ investments in each channel to identify opportunities to win more market share and defend your share of voice to stay top of mind for consumers shopping in your industry.
Pathmatics also allows you to monitor emerging creative trends in the industry based on macroeconomic shifts. As consumer priorities change, adjusting your messaging to reflect those priorities can help you connect better with your target audience. For example, as consumers become mindful of spending on groceries and dining out, restaurant creatives have increasingly included messaging and themes around deals and savings when dining with them.