Overview
Designed and commercialised Nettbørs, a competitive advertising analytics tool tracking campaign spend, format and brand-recall data across Norway's largest online publishers, sold as a subscription product to advertising industry clients.
Who This Is For
B2B SaaS vendors, enterprise software companies, or technology platforms with 50-500 employees investing in paid digital channels to drive product trials, demos, and pipeline. Typically spending on search, content syndication, and LinkedIn but lacking a structured media planning approach or clear attribution.
The Challenge
Advertisers and agencies wanted to understand not just their own campaign performance but how their spend, formats and recall compared to competitors across the market's major online publishers, information that existed in scattered, inconsistent sources rather than one queryable tool.
Our Approach
Working at Confetti, the team now behind ECM.DEV specified the product's data model: campaign data, advertiser, campaign type, spend tier, month, publisher placement across the country's largest online publishers, ad format, synced with official industry gross-spend statistics, cross-referenced against brand-recall metrics, unaided and aided recall, favourability, broken down by gender, age band, education and internet-use frequency. The tool was commercialised with a defined pricing model and real paying customers.
Impact
A queryable market view, not a one-off report - advertisers could filter and compare spend, format and recall across the whole market, not just their own campaigns. Real recall data, not just spend - brand-recall and sentiment metrics gave the tool commercial value beyond simple spend tracking. Built as a real, sold product - defined development costs, a customer list and pricing, not just an internal analysis tool.
Delivered as a consultant to Confetti AS. Any public information referenced here is used for identification and does not imply endorsement.
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