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  • Gabriel Ribadeneira L

Market Trends

A benchmarking tool exclusive to Basis!


By analyzing information from 250,000+ line items and 14,000 brands, Market Trends reports on spend and performance across channels, properties, verticals, and KPIs.


These graphs will help you:

  • create data-driven media plans,

  • set campaign targets,

  • compare performance,

  • encourage exceeding objectives,

  • standardize sources of data and information, and

  • report on campaign execution!

By automatically aggregating and summarizing thousands of data points, Basis eliminates the time and cost associated with collecting, researching, and organizing information to guide your media plans! There are four graphs at your disposal:


1) Performance Over Time

Learn how each KPI has performed through the year with this bar graph.

How to read this graph?

The bars show you the median performance value of all line items for the chosen KPI.

What can you do with this information?

This graph shows you how a KPI’s performance fluctuates month to month. For example, you may notice that eCPMs for Shopping are greater in the second half of the year, while eCPMs for Health remain relatively consistent. This data highlights how seasonality may affect your campaign and what variations you can expect throughout the year.


2) Performance By Property

Examine which are the top spending properties within specific channels.


How to read this table?

For Direct, Search, and Social channels, each column gives you information specific to each property as it relates to spending and performance. 

What can you do with this information?

For planning purposes, you can review how properties like Facebook, YouTube, or Hulu have performed in a specific time range, or by vertical. This can guide your decision on how to set budgets, bids, and which KPI values you can expect.



3) Performance By KPI

Discover what was the median value achieved for each KPI, per channel.


How to read this graph?

In the center of the graph, you will see the number of Line Items being evaluated.

For each KPI, you have three values:

  • The percentage of Line Items per each KPI assigned in Basis.

  • The median performance achieved by Line Items, per each KPI, that was assigned at the Line Item level in Basis.

  • The median performance achieved by all Line Items, regardless of which KPI was assigned as a goal in Basis.

What can you do with this information?

Based on different time ranges and verticals, you can see which KPIs are most common. For example, you may notice Auto Line Items typically have a CPA goal, and Sports Line Items have a CTR goal. When creating new media plans, this data can help guide which goal to assign to your Line Items, and offer directional information on the results you could accomplish. As you are running a Line Item, it can also act as a goal to try to exceed!


4) Spending Distribution

Identify how advertisers are distributing budgets across different channels.


How to read this graph?

Each color in this graph represents a media channel -Direct, DSP, Search, or Social- and you can see the percentage of net spend that has been allocated to each.

What can you do with this information?

Distributing budgets between channels can be guided by using this graph. You can reference this information to see how other Basis advertisers are building their media plans.


Filters

Narrow down your information and view specific data with the filter tools available for all of the graphs!

  • To filter by date range, use the Date Range menu to choose from the preset time frames.

  • To filter by vertical, click Filter > Add new > Vertical and select from the list of 26 different verticals in the dropdown menu. Repeat this step for every vertical that you want to add to your filter.

How do these graphs help you?

  • Benchmarking: Acquire an independent perspective on how well your campaigns are performing relative to other advertisers.

  • Planning: Get a consistent source of reliable data to plan and monitor your campaigns. Set performance expectations based on empirical data findings.

  • Automation: Eliminate the time and cost associated with collecting, researching, and organizing information to guide your media plans.

  • Reporting: Compare your performance against that of other advertisers in the same channel and vertical, to demonstrate your success.

How can you access Market Trends on Basis?


To access Market Trends, open the Basis Menu in the top left of your screen and select Market Trends. Then, choose from the following graphs and tables to organize and create data-driven media plans!


For more information, click here.

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