Brand dossier
One advertiser seen whole: how many ads it runs and for how long, what it sells, where its ads send buyers, and its strategy in your Library's terms.
A brand's dossier is one advertiser seen whole: how many ads it runs and for how long, what it sells, where its ads send buyers, and, once the brand is mapped, its strategy as avatars, angles, hooks and offers. Open one by pressing a brand's name: on an ad's card or in its panel in Explore, or on a card of the Roster in Briefs.
What you can do here
- Save what you findSwipe the angles, hooks, avatars and offers you find in Briefs and Explore, import them into your Library tied to one of your products, and hand them to Studio.
- BriefsBriefs measures what your competitors run against what you already have, gaps first, and keeps the roster of brands you track and the ones you could.
The header
The brand's name, then when its ads were last read from the Ad Library and how many of them have their place in its strategy map, as in refreshed 7d ago · 22 ads placed. Browse ads opens Explore on this brand's ads. Track brand tracks it: Omnymous then reads its ads every day and maps its strategy on your keys. It reads Tracking once you do.
The figures
| Figure | What it counts |
|---|---|
| Live ads | The brand's ads running now |
| Total observed | Every ad Omnymous holds for it, live or ended |
| Launched · 30d | Ads it started in the last 30 days, with this week's and the ones it stopped |
| Median run | How long its live ads have run, the middle one |
| Under test | The share of its live ads with variants beside them, and its largest family |
| Catalog | The products read from its store |
| Price band | What those products cost, once its catalog is read |
| Proven creatives | Live ads it has paid for past 180 days: the closest thing to a measured winner |
The business
What the brand sells, read from the store its ads send to, with the other sites it advertises into. Some stores refuse to be read; the dossier then says so, and the ads are not affected.
Where the creative goes
Each ad's place in the funnel, read from the page it sends to, the button it carries and how widely it runs: Prospecting, Consideration or nearer the order, as a share of its ads. Beside it, Under test and Longevity say how many ads are still being tested and how many have proven themselves.
What the creative is behind, and where the clicks land
The brand's products, ranked by the live ads pointed at each, then the pages its ads send buyers to, such as a Landing page or a Product page, ranked the same way. Each row gives its live ads and how long they have run.
Creative velocity and the media mix
Creative velocity charts the ads the brand launches and stops each day, from each day's reading. It needs a few days of readings before it draws. Live media mix shows the formats it bets on now, such as video or dynamic ads.
Their strategy
For a brand that has been mapped, the pieces its ads are made of, by kind: Angles, the arguments it runs; Avatars, who it speaks to; Hooks, the openings it reuses; and its offers. A line above them says how much of the brand was read, as in 18 primitives read from 15 distinct concepts across 22 ads.
Each piece shows the words that carry it, how many of the brand's ads run it and for how long, and New when it appeared since the last reading. See the creatives opens those ads in Explore, where an ad's panel lets you save the piece to Swipe or import it into your Library.