Understanding Display Ads

Understanding the Display Ads Signal

This article demonstrates the methodology BuzzBoard uses to index and present ad intelligence data, including desktop display, mobile, video, and high-impact digital advertising.

BuzzBoard helps users understand where ads are bought and sold, what technologies are in use, advertising volume, and creative direction of new advertising campaigns. The platform indexes thousands of sites daily to create a snapshot of the advertising landscape and the players in the space.

The power of display advertising lies in knowing what’s working and what’s not--and using these Ignite to craft effective campaigns. With display ads’ data and Ignite available in Buzzboard, you can enhance your display advertising sales performance based on research and knowing the successes and failures of your prospect’s display ad campaigns.

BuzzBoard will give you a rundown on the display ad campaigns that an advertiser ran over the past TWO years.

This information will help build better conversations and trust around helping a prospect to optimize or change lower performing ads. Thus, BuzzBoard lets you prospect in a smarter, more efficient manner!

Display Ads

1 To view Display Ads, click on the Profiles button on the left navigation panel.

2 Click on any of the desired profiles which are added in your account.

3 After accessing the business page of your desired profile, click on the Detailed Profile tab.

4 Under the Detailed profile page, by default Digital Marketing tab is selected.

5 Locate and select the Advertising section in the digital marketing page. Click on the section name or the expand icon to view the signals in that section.

6 Click on the Tick Mark assigned for display ads signals under the Advertising section.

Note:

Tick mark indicates that the business is running Display Ads, If the business is not running any Display Ads, it displays the cross icon.

7 Clicking on the tick mark will navigate you to a detailed display ads page.

Ad Metrics

8 This section gives a quick view of the advertising strategy of the business by displaying the following parameters:

Total number of ads detected for the business
Total number of impressions received for all ads
Total number of networks used by the business
Total number of platforms where the ads are published
Total number of technologies used by the business to host and manage ads

Creatives

9 This section displays up to ten recent ads published by the business in each category, i.e., Desktop, Mobile and Native. It gives detailed information on each ad by displaying the essential information, like the dimension of the ad, the number of impressions received by the ad, type of ad, and much more.

This information can help you track the prospect’s recent digital display ads presence and performance.

Total Ads by Ad type

10 This section consists of a chart that shows the % of each ad type from the total ads detected.

11 It helps you to quickly view the number of ads for each ad type, such as the number of text ads, video ads, images, text/image, flash, and HTML5 ads.

Total Ad Impressions by Ad Type

12 This section consists of a chart that shows impressions for the type the business is advertising. When compared against the Total Ads by Ad Type chart, it helps you understand how each type of the Ads are performing.

Good to Know

13 This card displays useful advertising Ignite that can aid in meaningful conversations with the customer. These Ignite can help you engage the customer and close the deal!

Ad Impressions Trend

14 This trend graph shows the Ad Impressions over the past 90 days. It helps you to view the total Ads impressions received in each month. The graph can help you to effortlessly analyze the prospect’s recent display ad campaigns.

Ad Networks

15 This chart shows up to 5 top networks publishing the business’s ads across various platforms. The remaining networks can be viewed under the Others heading.

Top Publishers

16 This bar graph shows where most ads were published over the past 2 years and includes up to 5 top publishers. This is a great opportunity to conquer, as some prospects run display ads on locally-owned and operated sites, such as newspaper, radio, and television websites. Knowing this information will provide better conversations with prospects.

Technologies

17 This section displays which platforms the business used to administer ads as well as their distribution across various websites so that you can keep track of when the business has added or dropped a competitive or complementary solution.

Mobile Ads

18 If the business is running Mobile Ads, you can view a tab as Mobile beside the Display tab. Click on the Mobile tab, to view all the analytics related to the Ads the business is advertising on mobile devices.

Native Ads

19 If the business is running Native Ads, you can view a tab as Native beside the Display & Mobile tabs. Click on the Native tab, to view the analytics of the Native Ads the business is advertising.

FAQs

Q: In what scenarios would a Display Ads campaign be undetectable?

A: There are a few scenarios in which BuzzBoard will not detect ad campaigns.

BuzzBoard will not detect ad campaigns run for very local, niche geographic areas. Programmatic Ad campaigns may not be detected. As the ad placements in these campaigns are sold in real time, detection would be a hindrance.
Facebook ads are not detected.
Cookie-based ad campaigns cannot be efficiently covered because the cookies can be cleared as soon as the user quits the browser. In addition, cookies do not work on most of the mobile browsers and mobile apps.
BuzzBoard will not detect digital ad campaigns run by the advertiser more than 2 years prior.

Q: I see a tick against the display ads signal; however, I see ‘Not enough data to display’ when I click on it. Why?

A: The customer could be running a single-day ads campaign. Including all single-day ads would more than double the size of our ad-index, which can lead to space/performance issues. Additionally, single-day ads are relatively unimportant when understanding an advertiser's overall strategy; we only include single-day ads if they have a huge spend.