It’s crucial that your business has the latest information on competitor spends and market trends in the current environment.
Nielsen’s Portfolio Media service on the Drinks Association’s Brand Ad Watch Database allows you to gain insight into your competitors’ tactics – where, when and how often they advertise: the media platforms; channels, titles and websites; the full flights of the campaigns; the frequency; how the ads appeared in situ; and the spend behind each campaign.
The Brand Ad Watch Database is an important tool for the Australian liquor industry, as the industry grapples with the COVID-19 evolving situation.
“Consumers have adapted their media and shopping habits to reflect their altered lives during this pandemic,” said Mungo McCall, Client Service Director, Nielsen.
“As the country recovers, we expect some of those behavioural changes to become embedded as part of the new normal. Agility and knowledge will be the key for marketers as life rebounds. Those who can begin to strategically evolve their approach to changing consumer behaviors now, will be way ahead of the game when consumers find post-pandemic balance.”
Brand Ad Watch keeps you in touch with how the Australian media landscape is progressing. The Ad Watch Database is included in Category One Membership, but the greater drinks industry is also able to subscribe to this service.
Among the benefits:
- Search, view and analyse advertising creative, activity and spend across all liquor categories
- Track competitor activity
- Export information into easy to use presentation formats
- Tailor make your own dashboards
- Analyse what advertisers are saying, where they are saying it and how often.
- Connect creative messaging with media activity.
- Stay informed on all new breaking campaigns and analyse advertising trends within the markets
The Nielsen Ad Intel Portfolio Media Platform is the most advanced advertising intelligence tool and offers the most comprehensive advertising monitoring service available in Australia.
This service allows you to search, view and analyse advertising creative and activity/spend within Australia.
For the Brand Ad Watch service, Nielsen collects advertising across TV, Print & Magazines, Radio, and Out of Home on competitor brand advertising.
Smart creative reviews are designed to review competitor creative activity, and assess the visual and messaging aspects of their ad campaigns, quickly and efficiently.
Full training on using the Brand Ad Watch Database is included in your Drinks Association membership or subscription.
Nielsen will conduct group online training on the first Wednesday of the month at 3pm. To register your interest, contact Drinks Association Marketing & Membership Manager Kylie Le Lievre – firstname.lastname@example.org