¶ Competitor Theme Analysis
The Competitor Theme Analysis covers various ad themes and compares the frequency of their use among different brands. This table assists in identifying how various themes are more or less prevalent among competitors, aiding in the identification of unique selling points or areas for potential improvement.
¶ Percentage Distribution of Themes Brand & Competitors
This section helps you analyze and compare the prevalence of various marketing themes or messaging strategies used by a brand and its competitors. This analysis helps in understanding the thematic focus areas and strategic priorities within the competitive landscape.
For example, in the gif below, the table compares the brand Reef’s ad themes with those of its nine competitors, including Billabong, Havaianas, OluKai, Quiksilver, Rainbow Sandals, Rip Curl, Roxy, Sanuk, and Teva.
How to understand the table:
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Themes: Listed in the leftmost column, these are specific marketing messages or promotional angles used in ads, such as "1 Year Guarantee," "$30 Deal," "10% Off Sign-up," etc.
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Percentage Distribution: Each cell in the table shows the percentage of ads for a specific theme used by a particular brand or competitor. For example, Reef uses the "1 Year Guarantee" theme in 1.94% of its ads, while Havaianas uses it in 4.58% of its ads.
¶ Insights Section
The insights suggest that certain themes used more frequently by competitors could be beneficial for Reef to adopt in their advertising strategy. Specifically, themes like "Official Store," "Authentic Era Styles," and "Premium Footwear" are recommended.
Overall, the table serves as a strategic tool to analyze and optimize advertising themes by comparing them with those used by competitors.
