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Quickly Understand Creatives in Your Competitive Landscape with new Creatives Quadrants Tool

Quickly Understand Creatives in Your Competitive Landscape with new Creatives Quadrants Tool

April 10, 2019

Brand marketers love to view and analyze creatives - their own, their industry peers, and even other market leaders for inspiration. That’s why our creatives carousel -- that shows both dark and organic creatives along with key data points like engagement and ways to group and filter them -- is one of our customers’ favorite and most-used tools.

But let’s say you have 900+ creatives that you want to analyze - where do you begin? With the most recent ones? The campaign the CEO asked you about? It’s important to have access to 100% of the industry creatives data, but sometimes trying to analyze everything can be overwhelming.

To help brand marketers zero in on the most relevant creatives for further analysis, we’ve introduced the powerful Creatives Quadrant Tool as part of our Agile Competitive Intelligence Platform.

With thousands of creatives running simultaneously across your industry, the Creatives Quadrant provides a simple visual graph of the most successful and unsuccessful ones, highlighting the essential and important metrics. It helps you quickly identify which creatives are working and which are failing in order to rapidly understand the important trends and metrics making waves in your competitive landscape.


We created four simple and straightforward graphs to save your brand time and money in understanding complex data. You can also drill into the most extreme creatives for each graph, further simplifying and shortening the time you need for analysis.

As with our other analysis tools, there are many ways to slice and dice the data:

  • Filter by digital channel (Facebook, YouTube, Instagram, Twitter, Amazon, display or all channels)
  • Filter by time frame
  • View a single brand (yours or your competitor’s)
  • View the entire category as a whole

Let’s look a little more closely at each of the available graphs:


1)   Engagement vs. Video Views

 

On this graph, you can see how much engagement you or your competitor achieved for the money spent (sponsored impressions is a good proxy for spend). By determining which creatives are the most successful per dollar you can identify which types of creatives you should be generating moving forward, or which existing creatives you may wish to continue promoting. You can also evaluate which of the players in your industry are getting the most engagement for each dollar invested.

When you’re looking at your own creative quadrants, for each of the blue dots in the “Mission Accomplished” quadrant (high impressions & high engagements), you know you’ve done your job well. For those in the “Epic Win” quadrant, (low impressions but high engagement) you may wish to promote even more since you can expect to gain more engagement per spend. In this graph, we provide you with the most extreme creatives so that your brand can quickly review and analyze them. And for those that are “In the red” (bottom right) or “Minor loss” (bottom left) you may wish to limit their spend or at least revisit those creatives to tweak them. Similarly, you can check what your competition is doing, and possibly use the “Epic Wins” for inspiration, and you can decide for yourself if you want to gloat over the competition’s  “in the red” creatives :).  

2)   Engagement vs. Video Views

This graph delves deeper into one of the most popular types of ads, those using video. Wouldn’t it be helpful to have an immediate pointer to which video -- your own or your competitions -- was the most viral? Now you do. :)

Video ads that appear in the top right quadrant, marked “Best in Video,” with high views and a high engagement, are the most viral. Those with lower views but high engagement (top left quadrant), we’ve designated as “Fan Favorite.” Those in the lower left quadrant (“Low Key”) are getting low engagements but also low number of views. And those in the bottom right, (“To Reconsider”) may need some tweaking or even turn these campaigns off.

3)  Video Views  vs. Video Length

How long a video creative should be is still up for debate - some say the shorter the better, but some of Nike’s “Dream Crazy” videos were 2 minutes and extremely viral. And as you can see from the screenshot above, there are a few outliers in the “mesmerizing” quadrant (top right) that are extremely long and have a high number of views. In this graph, we allow you to analyze the top and worst performers regarding length from your own brand, your competitors, or the category as a whole. This will help you understand what length of video typically works or fails for your target audience.  


4)  Running Time vs. Sponsored Impressions

Some campaigns are evergreen and you (or your competition) may keep them running for a long time. Now you can view running time vs. sponsored impressions, to analyze its efficiency and success.  By checking the campaigns in the “Winning Horse” quadrant -- upper right corner, with the most impressions and longest running time -- you can reverse engineer your competition’s campaigns. As with the other quadrant graphs, you can click through to see the creatives at the extremes, where the blue dots are (see example in the GIF below). And if you want to explore more creatives, you always have the creative carousel at your fingertips.


So if you’re looking for an easy snapshot of what is the most successful and unsuccessful creatives in the competitive landscape, the Creatives Quadrant tool gets to the bottom of it all quickly.

About the author

Liora Shlomi

Liora is a Product Manager at BrandTotal

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