The most valuable signal in advertising is often the ad itself. Now, MediaRadar is expanding the view.
When we initially launched Creative Intelligence in June 2026, we set out to close a gap in the market: helping clients move beyond understanding where brands are spending to uncover what they’re saying and the strategy behind it.
We knew we wanted to build it differently than what’s been built before.
Over the past few months, we’ve built alongside our Early Adopter Community, learning directly from leading brands across CPG, QSR, Auto, Retail, FinServ, Media, and Health. Their feedback has helped us shape the experience, prioritize what comes next and build an intelligence solution that only MediaRadar's vast advertising data portfolio could fuel.
Now, that view is getting bigger.
Digital advertising is now available in Creative Intelligence, joining TV, CTV, and Live Streaming Sports to provide an even more complete view of the creative messaging strategies shaping the market.
Digital coverage extends back to January 2024, includes both local and national advertising and spans video and static creative across:
- Browser Display
- Mobile Web
- Browser Video
- Mobile Web Video
- Mobile App
See More of the Strategy
Advertising doesn't happen in a single channel, and neither does strategy.
There’s a reason a brand chooses an AVOD platform like Hulu or Paramount+, an exclusive live streaming sports game on Netflix, an ESPN spot on traditional television or a web video on The New York Times homepage. Where a message appears is part of the strategy behind it.
With Digital joining TV and CTV, Creative Intelligence can provide more of that context.
Users can see which campaigns are Digital-only and which ideas extend across media, helping reveal how brands bring campaigns and messages to market.
They can also dig deeper into Digital execution, exploring desktop vs. mobile, static vs. video and formats including banners, skyscrapers and half-page ads.
The result isn't simply a bigger collection of ads. It's a richer picture of the decisions behind them.
Creative Moves at the Speed of Culture
Creative is constantly changing because the market around it is constantly changing.
A new product launches. A competitor changes its positioning. A cultural moment takes off. A category adopts a new narrative. A brand begins owning a phrase, theme or idea.
The ads often tell you first.
In our recent webinar, Creative Intelligence: From Share of Voice to Share of Message, we explored how brands compete not only for attention, but for ownership of the messages, keywords and narratives that define their categories.
Because the soul of a brand can often be found within its advertising, when you can see those ads in the context of the broader market, creative becomes more than something to admire or monitor. It becomes a real-time signal of strategy.
And We're Still Building
Digital is the latest step in a much bigger vision for Creative Intelligence.
As coverage and capabilities continue to expand, we're connecting more of the advertising ecosystem to help users uncover emerging messages, competitive moves, shifting narratives and the strategies taking shape across the market.
In the coming months, we'll introduce more ways to explore creative, deeper messaging intelligence and new opportunities to transform this largely untapped strategic greenfield into actionable intelligence.
And we want to keep building it with the market.
If you're interested in joining our Early Adopter Community or participating in an upcoming Creative Intelligence roundtable, we'd love to hear from you.
Because the market is always telling you where it's headed. Sometimes you just have to look at the ads.
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ABOUT THE AUTHOR | Ed Burciu
Ed Burciu is a Principal Product Manager for Creative Intelligence at MediaRadar. He brings two decades of experience building media planning and data products, from TV and cross-platform planning to audience analytics.
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