New platforms emerge, trends skyrocket and yesterday’s winning strategy becomes today’s outdated approach. With the constant influx of new websites, apps and social media trends, keeping your brand ahead of the curve can feel like a Herculean task—one that never ends and constantly demands more of your already stretched resources
还记得 TikTok 的崛起吗？该平台从一个小众应用程序变成全球现象，仿佛只是一眨眼的功夫。早早看到其潜力的营销人员在接触年轻受众方面获得了巨大优势。如今，随着人工智能将广告定位和内容创建自动化，我们正在见证类似的转变。与此同时，从流媒体服务到社交媒体，各种平台的激增分散了受众的注意力，迫使品牌更加努力地争夺知名度。能够快速适应这些变化并在多个渠道创造引人入胜的体验的品牌，有望在这个充满活力的数字生态系统中茁壮成长。
Staying competitive in this environment requires a strong, adaptable media strategy. Brands are recognizing that to keep pace with these changes and capitalize on new opportunities, they need to invest more in their advertising efforts. This trend is clearly reflected in Nielsen’s 2024 Annual Marketing Report, which shows that 72% of global marketers expect an upward trend in their advertising budget for the coming year.
广告智能的力量
现在的大问题是：营销人员如何预测和适应趋势、消费者行为和竞争威胁的快速变化？竞争广告情报是预测市场变化、挖掘新的受众群体以及识别新兴消费者偏好的有力方法。它不仅仅是一个流行词，更是一种通过微观视角了解广告生态系统的综合方法。
但是，这又如何帮助您利用市场空白或服务不足的受众群体呢？
竞争广告洞察的益处
Competitive ad intelligence provides a 360-degree view of your competitors’ ads strategies and ad media spend to identify valuable insights such as:
- 目标受众人口统计：目标受众是谁？
- 预算分配：他们的广告支出是多少？
- 广告渠道：他们在哪里做广告？
- 信息和品牌：它们传达了哪些信息，或者是否有重复出现的主题？
- 创意资产：他们使用了哪些视觉效果、文案和行动号召？
- 性能指标：他们的广告表现如何？
- 新趋势：最新趋势是什么？
- 差异化机会：您的品牌如何才能脱颖而出？
Competitors can come in all sizes—and they can come from around the world or your local market. Ad intelligence can prove especially valuable where advertising trends can vary significantly by region. According to Advertising Media Spend Report – H1 2024, while digital advertising is on the rise globally, its adoption rate differs across markets. In Western Europe, the Netherlands and the UK are leading the way in digital ad spend, while in many Southeast Asian countries, traditional media still claims a large share of advertising budgets. These regional variations in advertising trends highlight the need for localized intelligence and benchmarking.
行业基准使营销人员能够设定切合实际的目标并制定有影响力的关键绩效指标。广告媒体支出优化可促进广告活动、减少广告浪费并推动业务增长。当营销人员发现在其特定行业和市场中行之有效的策略时，他们就可以在自己的营销活动中调整和完善这些方法。简而言之，对广告的竞争分析有助于制定能够推动实际成果的营销战略。
让竞争性广告数据为您服务
While the advertising insights like audience targeting and media spend provide a wealth of granular data, the true value of competitive ad intelligence lies in how you interpret and act upon these insights. Here is how to fully leverage this data:
制定明确的目标
在深入开展竞争分析之前，要确立明确的目标。您在寻找什么具体信息？您的目标是寻找新的受众、改进产品还是优化营销组合？有了明确的目标，您就可以集中精力进行分析，并获得最相关的见解。
定期进行分析
广告分析是一个持续的过程，需要经常关注。通过仔细研究，广告频率、时间或位置的模式往往会浮出水面。持续监测竞争对手的广告可以帮助您发现季节性促销模式、创意元素，并确定尚未开发的受众群体。
了解战略性的 "为什么"
Competitor behavior analysis extends beyond surface observations and can uncover underlying motivations driving advertising strategies. Exploring the “why” behind competitors’ ad strategies can reveal whether they’re responding to market trends, consumer demands or attempting to preempt moves from other players in the market. Marketers who are able to grasp these motivations can better anticipate future moves and develop more for product positioning, pricing, channel selection, audience targeting, resource allocation and messaging.
最后
选择正确的工具
Choosing the right intelligence solution equips you with accurate, comprehensive data, saves time and resources and also enhances ability to identify opportunities through actionable insights. Nielsen’s Ad Intel solution offers a comprehensive suite of features with expert data harmonization, aligning diverse global datasets from multiple sources into a consistent, coherent format for effective analysis.
Nielsen’s Need to Know reviews the fundamentals of audience measurement and demystifies the media industry’s hottest topics. Read every article here.
