5 brands · 3,411 placements counted · observed since 21/06/20264 channels tracked
We can show you the sequence of a competitor's move, and exactly how we know each part.
Not a dashboard of confident numbers. A dated record of what we counted, what we estimated, and what a platform told us, each one marked, so you can walk a client through the difference without flinching.
We track your category's advertisers every day and hand you the evidence. Below is one week in Australian banking, worked end to end. Yours would look the same.
Worked example. Banking AU, week of 14 to 21/07/2026. Every figure marked.
Authored example, built to show the format of the record. Live categories carry their own scan-backed figures.
One week in Australian banking, worked end to end. The category happens to be banking. The method does not care. Yours would look the same, figure for figure, mark for mark.
A category goes live when a client names it. Then it goes live properly: every advertiser in the category, every tracked channel, one scan a day, every figure marked. Banking cleared that bar first, so banking is on the table below. Yours takes one conversation.
One category, worked end to end.
What we watched happen
14 to 21/07/2026Five moments from one week, in the order we saw them. Each one carries the mark for how we know it.
Observed01
4.1% → 9.1%
ING's share of 3,308 → 3,428 total room placements tracked · 7 days
ING more than doubled its ad count in a week, almost all of it in one channel.
■ 136 → 311 placements counted, 14/07 → 21/07■ Westpac's share fell from 14.2% to 11.8% over the same seven scans
Observed02
16/07
Scan that first showed it
We saw it two days in, not two weeks later in a monthly report.
■ First counted at the 16/07 scan, 09:12 AEST
Observed03
187
ING YouTube placements · nobody else above 58
They moved into YouTube, while the category stayed thin.
■ Meta 71 · Search 44 · YouTube 187 · Display 9■ Westpac at 0 in YouTube: scanned, none found
Modelled04
$76–145K
Estimated monthly spend · range, not a point
It cost them somewhere between $76K and $145K a month.
▨ Modelled from 311 observed placements × channel rate bands▨ Same channel rate band for every brand, never a single figure
No tier05
—
Whether bidding got more expensive
What we can't tell you: whether any of this made the auction more expensive for you.
We show the sequence. We won't claim the cause. Nobody outside the platforms can see clearing prices, and a figure here would be invented, so the slot stays open and labelled.
□ We didn't see it, can't estimate it, and no platform reported it either□ Nothing here to mark, so we're not guessing
Use it when a client asks what the competition is doing. A sequence with dates, not a number with a shrug.
Who's absent, and whether we actually looked
observed ad counts · brand × channelFive brands across five channels, one cell each. A solid zero means we scanned and found nothing. A dashed cell means we did not scan, and we will not dress an absence up as a finding.
CommBank
ANZ
Westpac
ING
NAB
Meta
Meta1,142
Meta338
Meta287
Meta71
Meta219
Search
Search341
Search182
Search96
Search44
Search231
YouTube
YouTube58
YouTube24
scanned · none found0
YouTube187
YouTube14
Display
Display61
Display31
Display22
Display9
Display54
TikTok
not scanned—
not scanned—
not scanned—
not scanned—
not scanned—
Nobody is buying YouTube like ING. Display is a ghost town.
A dashed cell means we have not scanned that channel for that brand — no visibility, never rendered as a zero. A solid cell showing 0 means we scanned it and found nothing.
Use it to find the channel your client's competitors have abandoned, and the one they have quietly taken over.
What switching on a category means
The same machine, whatever the vertical. Every advertiser in the category, four channels, one scan a day, three marks, one ledger. There is no pilot version and no lighter tier. When a category opens, it runs exactly like this page.
CATALOGUED TODAY · Retail · Automotive · Banking · Education · Insurance · Travel · Fashion · Telco · Superannuation · Property · Health insurance · Legal finance · Energy · Electronics · Media & streaming · Beauty · Home & furniture · Finance comparison · Fitness & wellness · QSR · Logistics · Pharmacy · Recruitment · Food delivery · Pet · Neobank · Accounting & tax
Catalogued means mapped and ready: brands identified, domains verified, channels assigned. Live means what you see above.
Every channel, ranked, with how often we check
counted at the 21/07/2026 scan · one row per channelING's own placements split by channel, counted at the 21/07 scan. The right hand column is our scan cadence. TikTok is dashed because we do not track it, and we would rather say so than imply a zero.
ChannelShare of ING's setPlacementsBasis
YouTube187Counted every scan Search44Counted every scan Display9Counted every scan TikTok— no track, we do not scan this channel —Not scanned here Use it to open a pitch with where the money actually went, not where the client assumes it went.
Twelve creatives, with the dates we can stand behind
□ start dates are the platform's · ■ presence is ours, re-checked each scanEvery creative we have seen running, with how many of our 37 scans found it still live. Start dates come from the platform, so they carry the Reported mark. The scan count is ours.
YTcreative not reproduced
■ 30 of 37 scans
□ Reported start 28/06/2026
METAcreative not reproduced
■ 28 of 37 scans
□ Reported start 30/06/2026
YTcreative not reproduced
■ 27 of 37 scans
□ Reported start 01/07/2026
SRCHcreative not reproduced
■ 24 of 37 scans
□ Reported start 04/07/2026
YTcreative not reproduced
■ 15 of 37 scans
□ Reported start 13/07/2026
YTcreative not reproduced
■ 14 of 37 scans
□ Reported start 14/07/2026
YTcreative not reproduced
■ 13 of 37 scans
□ Reported start 15/07/2026
METAcreative not reproduced
■ 12 of 37 scans
□ Reported start 16/07/2026
YTcreative not reproduced
■ 10 of 37 scans
□ Reported start 18/07/2026
YTcreative not reproduced
■ 7 of 37 scans
□ Reported start 21/07/2026
SRCHcreative not reproduced
■ 4 of 37 scans
□ Reported start 24/07/2026
YTcreative not reproduced
■ 1 of 37 scans
□ Reported start 27/07/2026
Twelve of the 311. The start date under each tile is the platform's own, which we have not verified. The count on each tile is ours: the number of our scans that found the creative still running. We do not reproduce competitors' creatives on this page.
Use it to show a client which competitor creative has run since 28/06 and still turned up in 30 of our 37 scans. The one that is working hard enough to keep paying for.
Every figure above, and exactly how we got it
every figure on this page traces to a row belowEight claims on this page. Eight rows here, each with its source, its date, and its mark. Nothing on this page is unaccounted for, including the one thing we refuse to estimate.
311 ING placements, 21/06 to 21/07/2026
Counted at the 21/07 scan. YouTube 187, Meta 71, Search 44, Display 9, at 37 dated scans.
Observed
Cold at the first scan
Zero ING placements returned on all four scanned channels at the 21/06/2026 scan. Cold at the start of the window, not a gap in our coverage.
Observed
Doubled in the week to 21/07
136 counted at the 14/07 scan, 311 at the 21/07 scan. Both figures are our own counts, seven scans apart.
Observed
187 YouTube placements, 66% of the category
CommBank 58, NAB 14, ANZ 24, and Westpac scanned to zero. Column total 283 at the 21/07 scan.
Observed
4.1% to 9.1% share of the room
ING share of placements counted that week, week to 14/07 against week to 21/07. Denominator printed with the figure.
Observed
Spend $76–145K per month
Modelled from observed run dates against low and high rate bands for the category. Assumptions published, range never narrowed.
Modelled
Creative start dates
Taken from the platform's own first-delivery dates, which we cannot verify. Our own record of each creative starts at the scan that found it.
Reported
Effect on your auction costs
Withheld. Clearing prices are not visible to anyone outside the platforms, so no tier can be claimed and no figure is given.
No tier
Screenshot this when a client asks where the number came from. That is the whole point of it.
One rule runs the whole page: no figure without a mark, no mark without a reason.
What it saves you
against doing it by handOur own timings, not observed data. We are marking them as ours so you know the difference.
By hand
31h
Roughly four days of analyst time, weekly.
What you’d have missed
5 days
The move, until the monthly report.
Into a pitch
Marked
Figures you can defend line by line.
Access
The full marked record, and a dossier per brand in your category. Month to month.
■ Banking AU, observed since 21/06/2026 · 5 brands, 4 channels
□ Every category we open clears the same daily-scan bar Banking AU did first
■ Account set up within 2 business days
□ Switch-on within days. History backfilled as far as each channel's records reach.
Observed
We counted it ourselves, and the date is named.
Modelled
Estimated from a third-party source. Full method at /method.
Reported
The platform's own figure. We have not verified it.
Everyone can tell you what they found. We tell you what we can't see.