What Are The 10 Key Ad Attributes?
- Block Size
Actual area dimensions of an ad block. - Placement
Placement relative to private label & competition ad blocks. - Retailer Incentive
Indicates if the ad block is participating in a retailer incentive as part of the ad for a category. - Private Label
Level of private label advertising by the retailer for the relevant category. - FSI Support
Accounts for coupon support outside of the retail ad for the relevant time period. - Bulk Quantity
Accounts for previous bulk quantity ads by the retailer in the relevant category. - Competition
Measures how much competition the ad faces. - Frequency
How often the retailer runs ads for the brand. - Promotion
What types of retail offers and prices that are being used to advertise the brand. - Competitive Environment
What else is happening in the marketplace in the relevant time period from both a competitive brand & retailer perspective.
What Do The Ratings Mean?
Using our proprietary formula, key ad metrics and extensive database of historical ads, The BASE Rating™ generates a precise score for each ad that corresponds to one of three distinct groups:
- Satisfactory Ad
- Competitive Ad
- Excellent Ad
How Can This Help Your Business?
Accurate, easily understandable and actionable data are vital for evaluating circular ad performance. The ratings generated by The BASE Rating™'s proprietary calculations, metrics and massive ad database enable you to easily see the overall quality of both individual ad blocks and ads in aggregate and what key factors most influenced performance.
Aggregate ad performance, as measured by The BASE Rating™, is highly correlated to brand sales over time. This means that you can not only use The BASE Rating™ to quantify potential sales data weeks before POS data are available, you can also easily identify ways to improve both future ad performance and brand sales. Additionally, The BASE Rating™ can be a powerful tool for negotiations with retail and supplier partners, enabling both to increase ROI in future circulars.
Just as importantly, The BASE Rating™ gives you unique and objective insights into the marketplace. By using a consistent set of criteria, calculations and historical data, The BASE Rating™ removes bias from ad block and campaign evaluation and allows you to focus on the factors that are truly affecting performance. Additional, ratings are available for all brands, so you can see how your competitors' ads and campaigns are potentially performing and why.
In addition to drilling down to rating individual ad blocks, The BASE Rating™ is generated for every brand at the retail banner level and can be aggregated at the retailer, retail parent, channel and total retail levels allowing you to see the "big picture." Ratings are generated in real time as ads are entered into our database, giving you a constantly updated view of the marketplace. Additionally, historical data is available for most retail chains in our system from January 18th, 2009.
