Market intelligence, from the analysts closest to the data.
Verified ad spend and pricing intelligence, packaged into ready-to-use reports — and bespoke advisory when you need it. Built on $200B+ in annual global ad spend intelligence and 40+ years of SQAD pricing data.
The Problem
Numbers don't tell stories. Analysts do.
Dashboards, panels, and raw exports flood the market with data points that look precise but say nothing on their own. Senior analysts turn verified ad spend into the storyline behind the movement — the "so what" your team can act on.
From data points to a clear narrative.
We connect the dots across categories, channels, and quarters — so what the data is saying becomes obvious, not implied.
From noise to actionable signal.
Analysts surface what changed, why it matters, and what to do next — not just what happened.
From raw exports to decisions.
Pre-scoped reports and expert commentary your team takes straight into the next pitch, plan, or board meeting.
Who It's For
Built for the teams that price, pitch, and plan media.
From brand marketers defending budgets to capital markets analysts sizing investment theses — Insights serves the teams that turn ad spend data into the next strategic move.
Brand marketers
Defend budgets with hard share-of-wallet evidence. Identify white-space categories before competitors do.
Media agencies
Win pitches with verified CPM benchmarks and source-of-volume narratives panel data can't match.
Publishers & sellers
Price inventory confidently against the verified competitive set. Surface upsell signals in client portfolios.
Capital markets
Forward-looking ad spend forecasts and category KPIs to size markets and stress-test investment theses.
Six report families. One source of truth on ad spend.
Each report ships as a pre-rendered visualisation plus a filterable spreadsheet — available as a single report or a 4-pack bundle within a 12-month window.
Need something custom? Add Advisory Services, Executive Speaking, or a Bespoke Consultancy engagement.
Talk to a Guideline Expert01
Share of Wallet
See exactly where your category dollars are going.
Identify competitive threats and quantify dollar upside vs. market share across 12 categories and your top 3 direct competitors.
02
Source of Volume
The 'why' behind every shift in share.
Pinpoint the specific competitors gaining or losing share by media sub-type — and the advertisers driving the shift. Whether you're an agency prioritizing where to fight, or a publisher identifying which advertisers to win back, Source of Volume turns share movement into a targeted list.
03
Yield Management
Price your inventory with verified CPM benchmarks.
Optimise CPMs across up to 10 publishers with category-level pricing context — RFP-ready in minutes, not weeks.
04
Market Landscape
Macro-to-micro view of the channels that matter.
Track how spend flows across linear, digital, CTV, and emerging channels — with the context of why the mix is shifting.
Proof: Traditional + emerging channels in one view
05
Custom Category Spotlight
Sub-category deep-dives with strategic implications.
104 weeks of trend data across one product category and every sub-category, paired with a macro-economic outlook.
06
eCPM Validation
Defend or grow CPMs with audit-grade evidence.
Validate effective CPMs across up to 4 direct competitors and 4 product categories — built to withstand procurement scrutiny.
OTT CPM benchmarks across 5 publishers
Pricing with proof
CPM benchmarks your procurement team can't argue with.
Every Insights report ships with the underlying numbers — not just charts. Use them to set RFP rates, defend CPMs in renewal conversations, or stress-test publisher proposals against the verified competitive set.
Powered by the suite
Built on the data Guideline's products run on.
Every Insights engagement draws on $200B+ in annual global ad spend intelligence captured via SMI, 40+ years of validated TV pricing via SQADCosts, and the broader Ad Intelligence Suite. The data underneath your custom report is the same data the world's largest advertisers, agencies, and broadcasters rely on.
THE TEAM
The analysts behind every Insights deliverable.
Sean Wright
Chief Insights & Analytics Officer
15+ years at the intersection of data and decision-making. Former leadership roles at NBCUniversal and AB InBev. Uses data to reduce uncertainty for senior executives.
Shivani Hegde
Data Scientist
As a Data Scientist, Shivani brings a background in astrophysics, machine learning, and applied analytics to the study of media investment trends.
Momo Jin
Insights Analyst
Specialises in US and international media investment trends, monthly briefs, category spotlights, and sports media analyses — with a focus on data visualisation and storytelling.
FAQ
The analysts behind every Insights deliverable.
What data powers Guideline Insights?
Insights is built on Guideline's measured ad spend dataset — grounded in real transactions across the global advertising market. Unlike survey or panel-based competitors, every figure is sourced from actual media investment.
How are reports different from raw data exports?
Each report is pre-scoped to your purchased categories, markets and metrics, then delivered as ready-to-use spreadsheets and pre-rendered visualizations — no parsing massive raw files or building dashboards from scratch.
Who typically buys Insights reports?
Brand marketers, media agencies, publishers, sell-side teams and capital markets analysts use Insights for share of wallet analysis, CPM benchmarking, RFP pricing, category research and market sizing.
Can I get a custom report or vertical deep-dive?
Yes. Beyond standard SKUs, our analysts deliver Custom Category Spotlights, market-sizing studies and bespoke advisory engagements — including executive briefings.
How fast is delivery?
Standard reports ship on a defined cadence (single or 4-pack bundle within a 12-month window). Time-to-value flat-file deliveries are also available for teams that need data in their stack quickly.
Talk with us
The research your question actually needs.
From pre-scoped reports to bespoke advisory — built by Guideline's analyst team on the data underneath the platform.
