How to get to Market Overview
The Market Overview link is located in the black bar on the left of your screen:
Let's look at the top of the tool.
Here you can select:
- Time Period: Month to Date or Last Month.
- Market: Select the geography you want to look at.
- Transaction type: You can here switch between All (Open Auction + Deal), Open Auction or Deal (PMP).
- Scope: This scope bar will allow you to refine your search. You'll be able to select a specific Partner, Buyer, Brand, Format, Device or to combine several of those dimensions to deepen your analysis.
Note: The numbers displayed in the scope bar are the revenues associated to each dimension for the last day only
Once you selected the environment you want to run your analysis on, you'll be able to get a view of the market's performances, and compare them to yours.
Here, you'll be able to see:
- The difference between your market's growth and yours, in terms of Revenue, Impressions and CPM. This allows you to answer questions like: "My performances are poor this month compared to last month: do I have an issue or is it a market-wide seasonal effect?"– "If my revenue is lower than it should be, is it because of my CPM or because of lower volumes?"
- The revenue simulation at the right of the screen confirms the tendency on the left with simulated revenue numbers. It shows you how you performed compared to the performances you'd have made if you had followed market trends.
Note: The comparison period is displayed in the "Revenue Growth" table, the selected period is always compared to the exact same period a month before (eg. February 1st-23rd vs. January 1st-23rd)
The Market Ecosystem tab will help you compare your performances with the market's on metrics such as CPM, Share of Revenue/Volume and Revenue Growth. This ecosystem allows you to run deep analyses on specific dimensions (Partners, Buyers, Brands, Formats, Countries, Devices, Transaction Types).
In this example, we'll have a look at the brand ecosystem. See what the active campaigns in your market are, ensure you're not missing any and that you are pricing them right.
In this case, this seller is covering the main campaigns in his market, it can quickly spot on which campaigns it is over-performing / underperforming. If we take the example of the American Express, the seller sells at a higher CPM compared to the market's, but has a lower share of revenue; it's revenues have decreased by -53.2% whereas market's revenues with this seller have decreased bu -29.1%.
If we consider the brand Legal and General Group, the seller sells at lower CPM and has a lower share of revenue than the market's.
Note: "Unkown" brands are actually all brands buying through Google Adwords (Adwords don't reveal their partners)
Another interesting dimension to look at is the Format:
Here, you're able to compare the performances of your formats compared to formats sold in your market. It's also a good way to for you to have an indicator of the performances of each formats, and potentially to test new formats if the underlying opportunity is high.
In the example above, the 160x600 format accounts for 1.1% of volume for the seller whereas it accounts for 10% of market's revenue.