Cairns Oneil and Spots Monitor

Client overview and market dynamics

Cairns Oneil’s client is a leading brand offering a diverse range of products in a particularly competitive market. They rely on a strong overarching brand messaging strategy, which serves as a halo to feed into all other facets of their media efforts. This cohesive approach supports their goal of lead generation by ensuring brand presence remains strong in the market.

As the sector is so highly competitive, it's essential for both our agency and our client to continuously monitor advertising activity in this space.

Current challenges

In TV advertising, there has always been a delay associated with post-reporting for TV buys. This means we must act as quickly as possible when the data is available. At Cairns O’Neil, it’s crucial to ensure that brand messaging and media spend are optimized to maximize our clients’ share of voice (SOV) in the market. Specifically, we aim to provide our clients with:

Regular competitive landscape assessments.
In-depth brand vs. brand analysis, with the ability to adjust and visualize data in real time.
Enhanced visualization of key metrics, such as SOV, seasonality, markets, and programming.

However, the existing process was inefficient, relying on manual report generation, data organization, and visual presentation—making it time-consuming to extract actionable insights.

The solution: Spots Monitor

Spots Monitor addresses our challenges and makes it easier to track the competitive TV landscape for our client. We can quickly gain valuable insights from the tool to inform our campaign planning.
The TV advertising data is presented in user-friendly visual dashboards which have streamlined the process, saving us time by eliminating the need to manually sift through data. NLogic was able to quickly customize the dashboard to accommodate our needs.