Australian Superannuation & Wealth Management
Category homogeneity
Where the category clusters, differentiation is concept- and tone-led, not production-led. Tagged distributions are experimental until validated (33 creatives tagged). View advertisers →
Sameness index
40.1/ 100 (higher = more homogeneous)
- production quality63.3
- offer vs brand53.2
- emotional vs rational47.8
- funnel stage36.8
- hook type21
- concept18.3
Distinctiveness vs the norm
Distance from the category centroid (0 = typical, 100 = unique).
- Virgin Money73.1
- Superhero Markets62.3
- NAB59.4
- Future Super59.3
- Colonial First State52.8
- AMP20.6
- REST Industry Super20.6
Production map · where advertisers sit
polished, low-fistudio polishraw · UGC · creatorslick, native
Each point is an advertiser, placed by the lo-fi/hi-fi and organic/polished blend of their creative. Clustering shows the category norm; empty quadrants are whitespace.
Tagged signals · experimental
Concept
30% top bucketother
10
retirement_outcome
6
low_fees
6
performance_proof
3
life_moment
3
awards_credentials
2
ease_of_switching
2
ethical_values
1
Clustering here = shared positioning; gaps = whitespace.
Production quality
76% top bucketbrand_template
25
studio_polished
8
Reported neutrally; polished is not better.
Emotional vs rational
52% top bucketrational
17
mixed
15
emotional
1
Offer vs brand
70% top bucketbrand_led
23
mixed
5
offer_led
5
Funnel stage
42% top bucketawareness
14
consideration
13
conversion
6
Hook type (videos)
22% top bucketproduct_shot
2
talking_head
2
visual_spectacle
2
text_on_screen
2
bold_claim
1
Format & placement · auto, trusted
Platform
53% top bucketinstagram
32
facebook
24
linkedin
4
Ad type
70% top bucketBrand
42
Retail
18
Static vs video
73% top bucketstatic
24
video
9
Aspect ratio
48% top bucket4:5
16
other
14
9:16
3
Meta favours 1:1, 4:5, 9:16.