Challenge
After refining its market positioning, a leading ad platform aimed to understand how agencies and brands interpreted and responded to its updated messaging. Namely it hoped to understand:
- Is the new positioning realistic and ownable?
- Can the platform compete in the performance and commerce media categories?
- If not, how would they need to evolve to credibly compete?
Solution
The IAB Insights Engine zeroed 125 media buyers across brands and agencies to find the answers to these questions. The survey audience was further refined to include budget decision makers with an annual spend of over $5 million who were already aware of the ad platform in question.
Results
The IAB Insights Engine delivered many actionable insights for the ad platform including:
- The platform’s outcomes-based positioning is resonating with agencies and brands, with 80% of respondents agreeing that it’s credible.
- Confidence in the platform’s performance media potential is strong, with 82% agreeing it can effectively compete in the space.
- Measurement, product capabilities, and pricing are the top opportunities to increase advertiser confidence.
Is your positioning working for your company? The IAB Insights Engine can help you find out. Contact [email protected] to learn more.