Reading a brand's next move from where and how it advertises

A brand's advertising is its identity showing up in public, and it tells you what that brand is about to do next. In this episode of Content Amplified, Karisa Schroeder, who works on GTM strategy at MediaRadar, explains how to use ad intelligence as a window into what brands are actually doing rather than just saying. Karisa walks through reading a competitor's next move from their creative, spend, pricing, partnerships, and sponsorships, and she expands the familiar share of voice and share of spend into share of message: do you own a category, and if not, where is the white space you can claim. She points to Airbnb at the Winter Olympics becoming the official sponsor of feeling at home instead of the official sponsor of lodging, and she frames brand building as a community you create, telling marketers to make it the party people want to be a part of. She closes with where to start: your own first-party data on the channels you already run, then enrichment to fill in the rest of the picture. If you want to turn the ad world into a competitive intelligence feed, tune in.

About Karisa

Karisa Schroeder works on GTM strategy at MediaRadar, where she focuses on the advertising space. She is in roughly her ninth year in product marketing and has been a marketer for about 15 years. She is well known in location intelligence, where her work centered on segmentation, behaviors, and demographics across the US, and she now applies that lens to advertising. She builds the tools she uses as a marketer every day, and she is a big advocate for connecting with people in the community.

Show Notes

Connect with Karisa on LinkedIn: https://www.linkedin.com/in/karisaschroeder/