Competitive Intelligence User Guide

 

Description: This article describes Linear Competitive Intelligence for InnovidXP, a custom platform view that provides insights across linear TV.

Note: This platform view is only available in the US, UK, and German markets. Estimate cost data is only available in the US, and cost estimates are directional, not directive.


Introduction

Innovid has developed Linear Competitive Intelligence for InnovidXP, a custom platform view that provides insights across linear TV. This analysis can be used to make informed campaign decisions, calculate the ideal share of voice per publisher or channel, set key benchmarks, and refine messaging.

Useful Terminology

Term
Description
Linear TV advertising or programming that plays on a predetermined schedule and channel across traditional cable and broadcast networks.
Estimated Audience Impressions

Kinetiq-generated spot logs provide Estimated Audience Impressions and show the total impression count for the audience bought for that spot.

For example, you may submit an audience for the 18-35M spot, and the audience impressions would reflect that number.

Household Impressions

Household Impressions are Innovid XP-generated impressions based on individual households. They are the count of impressions delivered on a TV within a household.

 

Purpose of Competitive Intelligence

Innovid has been working to provide you with data-backed competitive intelligence to support formulating strategies and delivering verticalized views to buy-side linear TV clients.

Helpful information

  • Linear Competitive Intelligence is a custom platform view
  • Only available to eligible customers in specific countries (US, UK, and DE)
  • Linear data only
  • Data is refreshed on a weekly cadence
  • Performance metrics (Attribution, Search, Social inquiries) are unavailable with the current product offering
  • Naming taxonomies for creatives will vary but will based on Kinetiq naming conventions
  • Up to five brands (genres) can be chosen to be displayed

Benefits

  • Compare your share of voice across the linear landscape to your opposing brands
  • Plan the most competitive vertical strategy with pre-flight validation from data-backed linear insights
  • View linear TV insights, organized by vertical and filterable by brand
  • Watch and analyze competitor brands’ creatives
  • Estimate your potential share of voice in the linear landscape
  • Plan the most competitive vertical strategy and support your hypothesis with data-backed insights
  • Understand your competitors’ estimated spend
  • Dive deep into your competitors’ linear TV strategy with daypart, channel, program, spot length, product, and creative variation insights

What’s new

Linear TV insights, organized by vertical and filterable by brand:

  • Spot Count is the number of spots aired during the selected date range.
  • Overall Households Reached represents one residential household to which an ad was served. This is deduplicated and not filterable by brand.
  • Average Household Frequency is the average number of times an ad was aired per household during the selected date range. It is not filterable by brand.
  • Brand vs. Brand Impression Comparison, compares impressions across advertiser (brand).
    Estimated Spend is the directional information of estimated spend.

Viewing Campaigns

When you select Campaigns on the main menu within the Competitive Intelligence platform, the following page is displayed:

This page shows a list of all current Competitive Intelligence campaigns.

View Campaign Metrics

Select a campaign from the list or one of the Latest Campaigns from the header widgets.

Note: Linear is the only option in the Media Selector, as Competitive Intelligence uses linear data.

Export to Excel

Each chart can be exported to an Excel spreadsheet. When you select the link, an Excel file is generated for that chart and downloaded to your computer

Reach by Network.png Arrow.png
Excel file.png

 


List of Charts/Widgets

Note: The data groups in the tables below represent the brands selected for Competitive Intelligence.

Linear Measurement - Summary

Linear Measurement - Summary
Chart/Widget Name Description
Total Impressions The total number of upscaled impressions that have been served on networks that Inscape/Samba supports for impression-based linear. Total Impressions.png
Total Reach The total number of unique households with at least one impression served. Total Reach Image.png
Number of Unique Networks The total number of unique parent networks that aired an ad for this linear campaign. Number of Unique Networks.png
Average Frequency The average number of times a unique household was served an impression. Average Frequency.png
Reach by Network

The number of households exposed to a specific network as a percentage of the number of households exposed to the whole linear campaign. 

This chart shows a maximum of 25 networks.

Reach by Network 2.png

Frequency by Network

The average number of times a household is exposed to an ad on a specific network. 

This chart shows a maximum of 25 networks.Frequency by Network.png

Breakdown of Impressions by Day of Week The percentage of total available households that were served impressions on each day of the week.Breakdown by day of week.png
Breakdown of Impressions by Daypart The percentage of total available households that were served impressions on each daypart.Breakdown by Daypart.png

 

Linear Measurement - Creatives

Linear Measurement - Creatives
Chart/Widget Name Description
Number of Creatives The count of the unique number of creatives delivered during this linear campaign.
Total Reach The average number of times a unique household was served an impression. Total Reach Image.png
Most Seen Creative The creative with the highest reach during this linear campaign.
Average Frequency The number of times a unique household was served an impression on average. Average Frequency.png
Reach by Creative

The number of households reached by a specific creative as a percentage of the total households reached.

Frequency by Creative

The average number of times a household is exposed to a specific creative.

 


Analysis

The Analysis functionality lets you:

  • Visualize competitive spots, impressions, and response data and gain detailed insight into the linear landscape
  • View and analyze this data beyond a traditional table of rows and columns

Select Analysis on the main menu to view the list of Pivots page. Competitive Intelligence has four standardized charts and four standardized pivots provided by default.

2024-05-02_13-27-03.jpg

Standardized Charts

Analysis - Standardized Charts
Chart/Widget Name Description Example Image
XP Campaign Optimization Review

This chart displays a weekday and daypart review of spots aired by the chosen data groups (competitors).

XP Linear Channel Performance

This chart shows the competitive channel breakout by data group.

XP Linear Creative Performance Review

This chart shows a competitive review of creatives across all chosen data groups.

XP Linear Region Performance

Displays linear performance split by region.

 

Standardized Pivots

Analysis - Standardized Pivots
Chart/Widget Name Description Example Image
XP Linear Creatives Across Brands Shows linear creatives split by the chosen brands.
XP Linear Imp Share & Spot Count Across Weekday Shows linear impression share and spot count split by weekday.
XP Linear Impressions Allocated Across Daypart Shows linear impressions that are allocated split by daypart.
XP Linear Performance Across Genre Showslinear performance split by genre.

 


Competitive Intelligence FAQs

How long does it take to create a Competitive Intelligence view once requested?

Creating a new view can take two to four weeks. Once the view is created, the data flow will be recurring, leaving it as an always-on solution.

Is this Linear TV intelligence only?

Yes, this focuses on linear TV within the U.S., UK, and DE areas.

How accurate is cost data within the insights?

The cost data within the platform is directional and estimated based on average unit rates within the linear environment. Cost data is included for the U.S. only.

What about performance metrics?

Competitive Intelligence focuses on metrics to evaluate brand share of voice, estimate spend allocation, and ultimately formulate data-backed strategies to increase customer engagement.

Are there any linear coverage gaps?

We use Kinetiq data. Kinetiq does not cover local cable or addressable linear advertising.


Related content

Kinetiq Overview

FAQs: Using the Product

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