“What is our competition actually doing?” And the screenshot hunt begins.
Three ads in the team chat, an old pitch, five open tabs. How to turn scattered finds into an answer for the next marketing meeting.
Tomorrow is the budget meeting. So far, the “Competition” slide shows a screenshot someone sent last week. It shows a discount offer. Nobody knows whether the offer is new, how long it has been running or whether the brand also advertises with other arguments. What belongs on the slide now?
One question that changes the briefing
Take a decision from your next meeting: should the new creative show the price or explain the service? You don’t need a collection of every ad for that. You need examples from providers competing for the same customers. For each creative, note the wording of the offer, where you found it and the date. That way you can later trace what you actually saw.
Two shoes, two reasons to buy
In the fictional comparison on our overview page, one hiking boot shows “from €79” next to the product. The other uses a mountain scene to tell the story “Ready for the outdoors.” Both are ads for hiking boots. For the creative, the difference matters a lot: copy the first provider and you end up in a price comparison. The second invites you to the next trip.
When is a competitive analysis tool worth it?
For a one-off question, a well-kept spreadsheet can be enough. The effort starts when the team wants to know again next week what’s new. A suitable tool should show the original ad behind every statement and make several periods comparable. With smooxRadar you can go from the strategic AI analysis to the underlying sightings and review the finding as a team.
What belongs on the slide
Show two creatives side by side, name the difference in one sentence and derive a test. For example: “We test service against discount and compare the cost per qualified lead.” Whether the discount sells better for the competitor remains open. Whether it works better for you is something you can measure.