Creative Analysis Beta is built with a proprietary model from BlueOcean, which ingests advertising data sources from partners like Kantar.
How often is the advertising data updated?
Advertising data is updated on a weekly basis with new ads from the previous week.
New data is subject to a stabilization period which can vary by media type. TV for example typically takes at least 6 weeks to stabilize, while digital is less volatile and typically stabilizes within 2-3 weeks. Radio has a stability time period of 8-10 weeks after the end of the month.
During the stabilization period, data is subject to change and it is common to see data sets become more complete over time. Because of this, in the first 12 weeks, it is possible to see creative without spend data, or spend data without creative.
How is time reflected in Advertising data?
Data displayed in charts is presented by week (weeks start on Mondays, and end on Sundays). The dates listed in charts are the Sunday at the end of each week. Aggregations of spend and impressions are calculated based on the weeks within the customer selected timeframe (located in the navigation bar at the top).
What are the definitions for these metrics and sources?
These are the most asked for definitions in Creative Analysis Beta.
- CPM- {SUM(spend) X 1000} / {SUM(Impressions)}. Note that this data point is only available for digital sources.
- Spend – is the sum total of the customer’s spend for the time period selected
- Share of Spend – brand’s share of spend compared to rest of cohort
- Competition average – is the average number for the entire cohort
- Impressions – how often the ad is shown during the selected time period
- Top Products: Top products featured in the latest creatives
Where can I find data that was in “Creative” before?
Creative Analysis Beta replaces what was formerly called “Creative.” You can still find all the same data points in Creative Analysis Beta that you accessed in Creative prior to January 31, 2023. You’ll find visuals for both creative ads and website visuals, but now you can also view new data points like spend, impressions, and CPM all in an easy-to-action data story. Some customers may notice a slight change in the ad data that populates Creative Analysis Beta when compared to previous Creative section. This is a result of some methodology adjustments we’ve made to our proprietary model, but will not impact your BlueScore. If you have concerns about the data you’re seeing, please read more below, or contact your CSM.
Why does advertising data appear to be missing for some brands in my cohort?
There are a few possible reasons you might not be seeing ads in Creative Analysis Beta.
- There is no paid ad spend – It is possible that the brand you’re looking at does not have any paid ads in market for the time frame you’ve selected. Try adjusting your timing parameters in the top navigation to broaden your search.
- There is paid ad spend, but we’re not capturing it – Our data is a sampling of the paid ad data available, but it does not reflect every single ad or dollar spent in the market. We are working to continue to grow our data partnerships as we work toward the most holistic view of ad data you can find. However, we’re thrilled to be able to offer this current sampling to our users today. If you suspect that your data might be missing in error, please contact your CSM for support.
- There are ads, but no spend associated – Advertising data from our partners is subject to a stabilization period, which means that after an ad placement is published, it can take several weeks for all of the associated data to pull through into Brand Navigator. In these situations, you may see partial information available through the end of the expected period.
I am leading in advertising spend in the Market Index scorecard but lagging in the Creative Analysis Beta section, why is there a discrepancy?
Creative Analysis Beta is currently a beta feature in Brand Navigator and is using a slightly different methodology and data set from the rest of Brand Navigator. Each provides a sampling of ads and spend in market, and as a result you may see some slight data discrepancies between the Creative Analysis Beta and your BlueScore and Market Index scores. We are working to eventually combine these methodologies into a single source.
