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 (96 creatives tagged). View advertisers →

Sameness index

37.9/ 100 (higher = more homogeneous)
  • offer vs brand59.5
  • emotional vs rational48.1
  • funnel stage44.3
  • production quality41.8
  • concept17.3
  • hook type16.7

Distinctiveness vs the norm

Distance from the category centroid (0 = typical, 100 = unique).

Production map · where advertisers sit

hi-fi · brandhi-fi · benefitlo-fi · brandlo-fi · benefit

Each point is an advertiser, placed by their creative's brand/benefit message intent (x) and lo-fi/hi-fi production (y). Clustering shows the category norm; empty quadrants are whitespace.

Tagged signals · experimental

Concept

30% top bucket
other
29
retirement_outcome
21
low_fees
13
performance_proof
10
awards_credentials
7
life_moment
7
ease_of_switching
5
consolidation
3
ethical_values
1

Clustering here = shared positioning; gaps = whitespace.

Production quality

56% top bucket
brand_template
54
studio_polished
28
motion_graphics
12
ugc_creator
2

Reported neutrally; polished is not better.

Emotional vs rational

52% top bucket
mixed
50
rational
44
emotional
2

Offer vs brand

75% top bucket
brand_led
72
mixed
14
offer_led
10

Funnel stage

57% top bucket
awareness
55
consideration
31
conversion
10

Hook type (videos)

26% top bucket
slow_open
11
talking_head
8
bold_claim
6
product_shot
6
question
4
visual_spectacle
4
text_on_screen
2
stat_proof
1

Format & placement · auto, trusted

Platform

69% top bucket
facebook
96
instagram
40
linkedin
4

Ad type

81% top bucket
Brand
113
Retail
27

Static vs video

56% top bucket
static
54
video
42

Aspect ratio

60% top bucket
4:5
58
other
25
9:16
7
1:1
6

Meta favours 1:1, 4:5, 9:16.