AdClarity - Advertising Intelligence is a competitive intelligence app created by BIScience, which collects, analyzes, and aggregates real-time display ad occurrences across 241 publishers from 27 global markets. Markets include the United States, Europe, Latin America and the Asia-Pacific region. AdClarity - Advertising Intelligence can be found in the Semrush App Center.
How Can AdClarity - Advertising Intelligence Help Me?
AdClarity - Advertising Intelligence’s competitive advertising intelligence can help you:
- Analyze competitors’ digital campaigns
- Identify the best-performing publishers, advertisers, ad networks and agencies
- Benchmark your online advertising against the competition
- Leverage data-driven insights to engage and deploy online campaigns more effectively
You can add AdClarity - Advertising Intelligence to your Sermush subscription for $169 per month.
More information about Semrush pricing can be found here.
What Is Included in AdClarity - Advertising Intelligence
AdClarity - Advertising Intelligence analyzes expenditure, placement, buying methods, and more, for image ads, animated ads, rich media ads, and skin ads, across 241 publishers in 30 global markets.
You can update your settings and switch between different reports using the header at the top of the screen:
Using the first dropdown menu item on the right, you can choose between Advertiser Overview and Publisher Overview. The difference between these reports is covered below.
AdClarity - Advertising Intelligence enables you to compare up to 10 domains or groups at a time. Click the blue arrow icon to open the selection menu to choose the domains or groups you want to analyze.
To find a domain or an already-created group that you want to analyze, you can use the selection menu to search for it by name, and click on it to select it. Each domain you select will first be added to the search bar. Once you’re happy with your choices, you have two options:
- Group: View consolidated data for all of your selected domains.
- Compare: Analyze each selected domain against the others.
Note: If you do not see all of the columns pictured above, click “more” at the bottom of the selection menu.
To create a new group, or to save your comparison for future reference, first search for the domains you want to include using the selection menu. Once you have selected up to 10, click on the “save” icon beside the search bar to create your group.
Data saved as a group will be merged together, whereas saving a comparison will maintain separate data for each domain.
A pop-up will appear, prompting you to name your group or comparison in order to save it. Once you’ve completed this, you’ll be able to find your new group or comparison in the expanded selection menu.
On the right side of the header menu, you can further customize your view by selecting your preferred devices, time period, and country being analyzed.
For devices, you may select:
- Desktop: Analyzing only ads that appeared on desktop browsing.
- Mobile: Analyzing only ads that appeared on mobile devices and browsers.
- All devices: Analyzing all instances of display ads regardless of device type.
You may choose to view data from time periods including the last 7 days, 30 days, 12 months, or the current year to date.
You may also customize your view by location. In the example above, ad instances shown in the United States are being analyzed. Click the drop-down arrow to select a different location. You may view one of up to 27 different countries around the world. However, depending on the domain being analyzed, not all countries may be available.
Publisher Overview vs. Advertiser Overview Reports
While Publisher Overview and Advertiser Overview share many of the same widgets, each report analyzes different data.
The Publisher Overview report analyzes the placement and performance of ads published on a specified domain or app, and compares the performance of ads published on multiple specified publisher domains. As such, this report will provide data about the ads and advertisers published on the domains in question. “Publisher” here refers to a domain or app that displays an ad for a third party (the advertiser).
Meanwhile, the Advertiser Overview report analyzes the performance of a specified advertiser’s ad placement across all publishers, and compares the performance of multiple advertisers across all publishers. As such, many of the widgets in this report contain information about publisher performance with respect to the advertisers in question. Here, “Advertiser” refers to any organization whose ads are being displayed on third-party “publisher” domains.
Single Domain vs. Multiple Domain Comparison Mode
The widgets that appear in your report may vary when analyzing a single domain versus comparing several. Here is a breakdown of which widgets you can expect to find in each view:
Single Domain Report
Multiple Domain Comparison Report
Below is a guide to all of the widgets you can expect to find in AdClarity - Advertising Intelligence app. Please note that not all widgets may appear in every view. See the Single Domain vs. Multiple Domain Comparison chart above for a complete breakdown.
The Estimated Expenditure widget appears at the top right of both the Publisher and Advertiser Overview reports when you are analyzing a single domain or group. If you’re comparing multiple domains, you will instead see the Publisher or Advertiser Distribution widget.
In the Advertiser Overview report, Estimated Expenditure shows the total impressions and ad spend across for all advertisers being compared.
On the left side of the widget, you’ll find the total ad impressions generated by all ads by the advertiser in question, across all publisher domains. On the right, the total ad spend for all of the ads in question. Please note that these figures are determined by your selected domains, device type, period, and country. Any updates to these selections will change the estimated expenditure.
The number of publishers contributing to these estimates can be found in the bottom right corner of the widget. If you click on this number, you’ll be taken down the page to the Top Publishers widget for a more detailed breakdown.
Here is an example of what this widget looks like in Publisher Overview report:
In Publisher Overview, Estimated Expenditure shows the total impressions generated by all ads placed on the publisher domain. Ad spend refers to the amount spent by advertisers to buy ad placement on the publisher domain. Clicking the “Found in # advertisers” link will take you to the Top Advertisers widget.
Display Ad Placement
When analyzing a single domain, you’ll find the Display Ad Placement widget to the right of Estimated Expenditure. This widget does not appear when comparing multiple domains.
Display Ad Placement analyzes where display ads were placed on the screen when they occurred. Options include:
- Above the fold: Ads that were visible on a user’s screen without scrolling.
- Below the fold: Ads the user would need to scroll in order to see.
- Far below the fold: Ads placed at or near the bottom of the page.
This widget’s functionality is essentially the same in both the Publisher and Advertiser Overview reports, though it analyzes slightly different data:
- Advertiser view: Breaks down the placement of selected advertisers’ display ads across many publishers.
- Publisher view: Breaks down the placement of ads from many advertisers on selected publisher domains.
Ad Buying Methods (Light)
When analyzing a single domain, Ad Buying Methods appears to the right of the Display Ad Placement widget. This widget shows a high level overview of ad buying methods during the analyzed period. Buying methods are broken down into three categories:
- Ad Network: Ads that were bought via an Ad Network (such as Google AdSense) to be displayed on a variety of publisher domains.
- Programmatic: Ads that were purchased using an automated system, usually through an ad exchange.
- Direct: Ads that were bought directly through the publisher.
On the Advertiser Overview report, this widget examines all of the analyzed advertiser’s ads across all publishers. On the Publisher Overview report, this widget analyzes all ads displayed on the publisher domain, from all advertisers.
When you are comparing multiple domains in the Advertiser Overview report, the first widget you see is Estimated Impressions. This widget is not available in the Publisher Overview report.
Estimated Impressions is a color-coded line graph that compares the trend of impressions generated by each advertiser (in the above example, grocery retailers Wegmans.com and Aldi.us) over the analyzed period.
For more information about the estimated impressions on a specific date, place your cursor over that spot on the graph.
Publisher & Advertiser Distribution
When comparing domains in the Advertiser Overview report, the Publisher Distribution widget can be found to the right of Estimated Impressions. In this case, the widget uses a color-coded graph to show the distribution trend of publishers that displayed the compared domains’ ads during the analyzed period.
When comparing domains in Publisher Overview, Advertiser Distribution is the first widget you see. Advertiser Distribution uses a color-coded line graph to represent the trend of advertisers published on the compared publisher domains during the analyzed period.
If you want to view specific numerical data about a specific date, place your cursor over the graph in the appropriate spot.
The Highlights widget is visible in both the Advertiser and Publisher Overview reports when comparing multiple domains. It shows key information about the compared domains’ ad performance over the analyzed period:
- Estimated Impressions
- Total Publishers or Advertisers
- Number of Unique Creatives.
To learn more about a specific advertiser or publisher, click on the domain in question and you will be taken to its respective Overview report.
Publisher & Advertiser Expenditure Trends
When analyzing a single domain, the Publisher or Advertiser Expenditure Trend widget can be found in the second row, in place of the Highlights widget. It can analyze data over a daily, weekly, or monthly period. Use the drop-down menu in the top right corner of the widget to change the period being viewed.
Expenditure trends can be shown in up to two of three possible dimensions:
- Average Impressions
- Average Spend
- Average Number of Publishers or Advertisers
Click the down arrow icon in the top right corner to export this chart.
Available in all views, the Top Ads widget displays the top-performing ads from the selected advertisers or publishers over the analyzed period. You can sort these by newest (based on last seen date), total impressions, and duration seen.
On the top right corner of the widget, you can find two filters:
- Hide Banner Ads: The widget shows only animated banners.
- Hide Animated Banner Ads: The widget shows only static banners.
Click on one of these filters to narrow down your results.
To view more details about an ad, click on the image. A window will appear over the widget with an expanded view of that ad and the details associated with it. Details include:
- Type of Ad (Banner or Animated Banner)
- Total Impressions
- Total Spend
Available in all views, the Top Campaigns chart ranks the best-performing campaigns for the analyzed domains during a given period. Here, “Campaign” refers to all ads that lead to the same landing page on the advertiser website.
The first column on this chart is the name of the campaign. If you click on one of these, you will be taken to that campaign’s landing page. If you’re in Comparison Mode, the second column will tell you the relevant publisher or advertiser being compared.
Other factors included on this chart include:
- Share of Voice (SoV)
- Ad Spend
- Number of publishers (for a single domain in Advertiser Overview only)
- Advertiser (for that specific campaign, in Publisher Overview)
Top Publishers & Top Advertisers
The Top Publishers or Top Advertisers widget (found in Advertiser Overview and Publisher Overview respectively) ranks the best performing publishers and advertisers by impressions.
When analyzing a single domain, you’ll find a chart listing the top five publishers or advertisers on the left side of the widget. On the right, the pie chart displays the share of voice owned by each of the top five domains, compared to all others.
If you want to learn more about a specific or advertiser, click on its name, and you will be taken to the report for that publisher.
To view the complete list of top publishers or advertisers, click on the “View all” link at the bottom of the widget. A new window will open over the widget.
In this view, you can filter publishers by:
- Publisher Type (Website or App)
- Publishers (Search by name)
- Share of Voice
Advertisers can be filtered by:
- Advertiser (Search by name)
- Share of Voice
To add a filter, click on the one you’re interested in. Then, select or enter the value you want to see.
In Comparison Mode, this widget shows you the share of voice for each compared domain. You can view this three different ways:
- Table View
- Chart View
- Combined View
To change your view, simply click on the corresponding icon in the top right corner of the widget.
You’ll also notice that in Comparison Mode, the widget does not include a “view all” link. Instead, all publishers or advertisers are broken out into pages. You can use the page buttons at the bottom of the widget to change pages or update the amount of items per page.
Visible only in the Advertiser Overview report when analyzing mobile data for a single domain, the Top Apps widget ranks the best performing publisher apps by ad impressions. Please note that if the selected advertiser does not promote itself on apps, this widget will not appear.
On the left side of the app, a chart breaks down the top 5 publisher apps by:
- Share of Voice
- Mobile OS (e.g. Apple vs Android)
On the right, a pie chart displays the share of voice for the top 5 apps compared to all others.
To view a complete list of apps included in this report, click the “View all apps” link at the bottom of the widget. The full report can be filtered by:
- Publisher (search by name)
- Share of Voice
Ad Buying Methods (Full)
The second Ad Buying Methods widget shows a more detailed breakdown of the methods used by advertisers to buy ads displayed by publishers. This widget includes five different ad buying methods:
- Ad Network: Ads purchased through a network such as Google AdSense
- Programmatic: Ads purchased using an automated method, typically through an ad exchange
- Direct: Ads purchased directly through the publisher
- Programmatic/ad network: Ads purchased using a programmatic method through an ad network
- Programmatic direct: Ads purchased directly from the publisher via a programmatic method
When analyzing a single domain, this widget includes a chart on the left, breaking down the Impressions, Share of Voice, and Spend for each buying method. On the right is a pie chart that depicts the share of voice for each method.
In Comparison Mode, this widget is instead a bar graph, depicting the share of voice by buying method for each compared domain:
Available only in Comparison Mode, the Channels Distribution breaks down the advertising channel distribution for each compare domain. However, AdClarity - Advertising Intelligence currently only includes the Display channel.
If you have other questions about the App Center or the AdClarity - Advertising Intelligence app, please email us directly at email@example.com.