Your competitors’ online activity under scrutiny

Thanks to Nielsen AdRelevance tool, Eficiens remains aware of all high tech and tourism online advertising campaigns. In preview of our yearly reports that will be available in March, discover below what use you can make of an online adwatch tool.

 

Presenting the tool

 

Nielsen AdRelevance, adwatch tool, daily reference advertisements broadcast online. The Watch is set at different levels : across 28 fields of activity, 15 countries in Europe[1] (other geographical zones are covered such as Asia or America), for banner campaigns and sponsored links (however volume and budget estimates regarding the latter still lack coherence despite a tool optimisation in 2008. This is mostly due to the scarce amount of data provided by the main player in the field: Google).

 

Thanks to an alert system (daily alerts sent via mail), Nielsen AdRelevance allows the user to be kept fully informed of new ads and/or campaigns. Such alerts, depending on selected criteria, show you the advertisements that went live day after day, together with internet sites on which they are displayed. But this short term view is not sufficient. You then have to dvelve deeper in the tool’s data to find most interesting information. This is naturally a subscription-based service but you could not expect to access such strategic data (qualitative and quantitative) for free.

 

Field of Activity market data

 

The tool provides ranking and graphs that allow each advertiser to find its position within its field of activity. You can therefore obtain a top advertisers ranking (across months and even years) or build a graph showing online advertising spent month after month (enabling a useful view of seasonality and check your position against such trends).

 

Nielsen is equally an interesting media planning tool. You can indeed produce site specific report, including indications on field of activity, monthly impression levels, recent months advertising volumes and list of recent top advertisers. At a higher level, Nielsen data enable to gauge the share of each online media category (news, sport, technology, leisure…) in advertisers media planning for a dedicated field of activity. Finally, Nielsen suggest a ranking of most popular websites according to advertisers (always allowing field of activity targetting). 

 

Your competitors’ data

 

From one-month periods of to timespans of several years, Nielsen provides detailed data regarding each advertisers’ online budgets: number of live campaigns, in which countries, budgets spent, banners broadcast, media plans… You can therefore build a history of an advertiser’s online activity since 2005 to date. Such agregated data enable you to study and understand your competitors online marketing long term strategies.

 

 

In a nutshell

 

Despite a few bugs, Nielsen AdRelevance is a tool equally useful to media agencies – the likes of Eficiens, or to advertisers, curious to gain deeper knowledge about their competitors. If you wish to receive further information on our services related to this tool, don’t hesitate to contact us.

 

 

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[1] Germany, Austria, Belgium, Danemark, Spain, France, Italy, Luxembourg, Norway, the Netherlands, Portugal, the United Kingdom, Sweden, Switzerland and Turkey.

Comments

[Rédigé par: berlin]

Gut!