A thorough media buying firm will prepare and provide, on a term basis, a report of competitiveness against three (3) standout brands in their sector; to be identified by the client. The purpose for a competitive research report is to help the client better understand how others’ in their vertical are using advertising strategies, tactics and results compared to their own. The report must include, but is not limited to the following data for both the client and their competitors:
- Total advertising spend, broken out by channel/platform.
- Digital Media: Paid search engine marketing effectiveness, including keywords.
- Digital display advertising effectiveness, including where ads are placed. Social media effectiveness (both paid and organic), including engagement ratios; and Creative approaches, marketing mix and messaging, including samples