The report will enable subscribers to:

Track Competitor Ad Messages 
Know what advertising themes your competitors are using

Drive Positive Brand Health
Create differentiating advertising that influences brand health

Maximize Advertising ROI
Improve advertising ROI by using the right messages and media

• Media Scanned: Meta’s and Google’s ad transparency centers used as ad aggregators for text ads; iSpot TV’s free search used for TV and video ads
• Ad Data: Reduce key ad themes and ad sentiments to binary variables, aggregate by brand
• Data Categories: Categorize ads by themes/sentiments, products, features/benefits, target demographics, frequency and time last run
• Brand Health Data: Ad recall, overall consideration and brand imagery pulled from Cogent Beat, mapped with ad categories and themes to assess linkage and impact
• Themes Tracked: Products/services advertised (e.g., stocks, investor education, retirement); features/benefits (e.g., personalization, innovation); ad sentiments (e.g., expertise, financial security, optimism, control); demographic profile of ads; brand imagery attributes mapped to sentiment categories
• Measurement: Number of unique ads, text ads, TV/video ads; prominence of ad themes; number of ads and share of ads across brand attributes for brand vs. competitive set
• Benchmarking: Each brand based on unique TV and text ads during the quarter; investor/advisor market association between brands and brand imagery attributes; most/least prominent advertising; ratio of ads by theme

• Provide comprehensive, ongoing scans of key ad themes used by wealth management firms
• Identify and benchmark ad themes used in online ads by a selected competitive set
• Categorize and benchmark ad content for context, frequency, sentiment, products, features/benefits, and time last run
• Track trends in online ads, correlations between ad themes and brand health metrics (e.g., ad awareness, consideration, brand imagery) among financial advisors and affluent investors
• Compare brand ad themes to the competitive set and category leader to identify similarities, differences and gaps
• Provide insights to increase ad ROI by identifying ad themes that correlate with brand health
• Create a rich, reference database of ads to inform advertising decisions over time
• Identify opportunities to differentiate and provide critical input for ad and media plans

Reporting: Publishes middle of the month following quarterly data collection

Deliverable:

• Custom report by brand with commentary and strategic implications