Varos launches groundbreaking KPI benchmarking for video ads
The Californer/10258901

SAN FRANCISCO - Californer -- Varos, a real-time benchmarking platform for digital marketing KPIs that is the largest data co-op for digital marketing, launches the first ever benchmarking tool dedicated to Video Ads to market. The platform was born out of a need for objective measures of performance in digital marketing, with the vast majority of companies only having access to their own historical data.

It solves the fundamental questions of "how do I stack up to my competitors" and "is it the market or is it us?", and enables companies to diagnose where they have room for improvement compared to direct competitors. With the major marketing platforms already integrated, including Meta Ads, Google Ads, Google Analytics 4, and TikTok Ads, Varos has now broken into the realm of creative benchmarking with a dedicated Video Ads dashboard.

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Marketing Creative is arguably the most impactful lever to pull to improve digital marketing efficiency. Creative tends to be far more subjective and harder to put data behind, particularly prior to time-intensive testing. Now, brands can know how their video ads are performing compared to their competitors, getting a gauge on efficacy and areas of improvement.

Yarden Shaked, co-founder & CEO of Varos: "far and away the most common request we receive from our users is to help improve their creative. The Video Ads dashboard is the first step in providing that"

How it works:

1. Brands sign up for Varos and integrate with their Meta Ads account.
2. Data is synced, anonymized, and aggregated with the available data set.
3. Users filter down to their exact competitive set, based on vertical, monthly ad spend, and Average Order Value (AOV).
4. The Video Ads Performance dashboard provides a deep dive into competitive benchmarks for key KPIs including hook rate, % viewed over 50%, average watch time, thruplays, and click-through rate (CTR).
5. Poor performance relative to competitors on certain metrics can diagnose issues such as weak hooks, while strong performance can build confidence in increasing spend.

About Varos

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Varos is a data co-op that tracks marketing performance for 4500+ companies and $5B+ in ad spend. The platform is the first solution for real-time competitive benchmarking, providing insight into market movements versus individual brand trends. Available integrations include Meta Ads, Google Ads, TikTok Ads, LinkedIn Ads, and Shopify, with more being added regularly. An agency version is available for marketing agencies looking to benchmark multiple clients and provide powerful reporting while driving revenue. Varos aims to be the central data analysis tool for the marketing industry.