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Adwave Competitor Content Guidelines & Rules

Overview

These rules govern how competitor and comparison content is created for Adwave's blog. The goal is to position Adwave as the clear choice for small businesses without giving free awareness to direct competitors.

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⚠️ CRITICAL RULE: No Direct Competitor Mentions

NEVER mention these platforms by name in any content:

Why this matters:

1. Mentioning competitors gives them free brand awareness
2. It validates them as alternatives in readers' minds
3. It sends our SEO traffic to their sites
4. It makes readers think there are "options" when Adwave IS the answer

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What We CAN Mention

✅ Streaming Platforms (Not Competitors)

These are delivery platforms where Adwave ads appear:

• Hulu
• Roku
• Amazon Fire TV
• Peacock
• Tubi
• Pluto TV
• NBC, ESPN, CBS, ABC, Fox
• Samsung TV+, LG Channels

Why allowed: They're not ad-buying competitors. They're where our ads run. Mentioning them shows our inventory quality.

✅ Advertising Channels (For Comparison Content)

When comparing CTV to other ad channels:

• Meta / Facebook Ads
• Google Ads
• YouTube Ads
• Linear / Cable TV
• Radio
• Billboards / OOH
• Print

Why allowed: These are different advertising channels, not direct platform competitors.

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How to Handle "Comparison" Search Intent

For searches like "best CTV platform" or "CTV advertising platforms":

❌ DON'T:

• List competitor platforms by name
• Create comparison tables with competitors
• Write "[Competitor] vs Adwave" content
• Create "[Competitor] alternatives" content

✅ DO:

• Focus on what to look for in a CTV platform
• Explain Adwave's features and benefits
• Compare CTV (as a channel) to other ad channels
• Discuss streaming platforms where ads appear

Example Reframes:

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Content Types & Approach

Platform Guides (Roku, Hulu, etc.)

✅ ALLOWED - These explain how to advertise ON streaming platforms

• "How to Advertise on Roku"
• "Hulu Advertising for Small Business"
• "Amazon Fire TV Advertising Guide"

Position Adwave as THE way to access these platforms.

Channel Comparisons

✅ ALLOWED - Compare CTV to other ad channels

• "CTV vs. Meta Ads: Which Delivers Better ROI?"
• "CTV vs. YouTube Ads for Small Business"
• "TV Advertising vs. Digital: When to Use Each"

"Best Platform" Content

⚠️ REFRAME - Don't list competitors

• Focus on evaluation criteria
• Show Adwave meeting all needs
• No competitor names needed

"Alternatives to X" Content

❌ AVOID - Don't create content around competitor names

• We don't want to rank for "[Competitor] alternatives"
• This gives competitors awareness they don't deserve

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Adwave Key Differentiators

Every piece of content should emphasize these Adwave strengths:

1. Lowest Barrier to Entry

• $50 minimum spend (vs. $500-$25,000+ elsewhere)
• No long-term commitments
• Pay only when you run

2. AI Creative Generation

• Create ads from just your website URL
• No production budget needed
• Professional results in minutes

3. Accepts Your Own Video Too

• Have existing video? Upload it
• Don't have video? We create it
• Flexibility other platforms don't offer

4. Built for True SMBs

• No agency required
• No marketing expertise needed
• Launch in under 10 minutes

5. Premium Inventory

• 100+ major networks
• Same channels as national brands
• NBC, Hulu, ESPN, Peacock, and more

6. Simple, Transparent Pricing

• CPM $15-35 (avg $25)
• No hidden fees
• Budget you set is budget you spend

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If Asked About Competitors

If a reader or customer asks about competitors directly:

Response approach (generic, no names):

"There are other platforms in the market, but most either require existing video assets or have minimums in the thousands. Adwave is purpose-built for small businesses: we create your ad from your website, start at just $50, and run on 100+ premium channels. It's the only platform that combines AI creative generation with low minimums and premium inventory access."

Key point: Generic reference without naming anyone.

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Pre-Publishing Checklist

Every article must be checked for:

• [ ] NO direct competitor names (MNTN, Vibe, tvScientific, Creatify, Simpli.fi)
• [ ] Streaming platforms mentioned appropriately (Hulu, Roku, etc.)
• [ ] Adwave positioned as the clear SMB solution
• [ ] All 6 differentiators woven in naturally
• [ ] Focus on criteria/benefits, not competitor comparisons
• [ ] Soft CTA (educational, not aggressive)

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Channel Comparison Content (CTV vs. Meta, etc.)

For content comparing CTV to other advertising channels:

Approach

• Be fair to other channels (acknowledge strengths)
• Position CTV as complementary, not replacement
• Show how channels work together
• Emphasize CTV's unique brand-building power

Required Elements

• Honest pros/cons for each channel
• When each channel is the better choice
• How they work together (full-funnel)
• Budget allocation guidance

Adwave Integration

• Reference Adwave's retargeting capabilities
• Position as accessible entry point to TV
• Show how CTV amplifies other channel performance

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Direct Competitor Comparison Pages (Exception)

Dedicated comparison pages published under /compare/ with resourceType: "Comparisons" MAY name competitors directly. This is the ONLY exception to the competitor mention ban.

When Competitor Names Are Allowed

• Only in articles with resourceType: "Comparisons" published at /compare/slug
• Only for head-to-head "Adwave vs [Competitor]" content
• Only for the approved competitor comparisons listed below

Approved Competitor Comparisons

Tone for Competitor Comparison Pages

• Honest and fair: Acknowledge competitor strengths (builds credibility)
• Clear about Adwave advantages: Especially SMB focus, $50 minimum, AI creative
• Not aggressive or dismissive: Respect competitors while showing Adwave's fit for SMBs
• Data-driven: Use concrete pricing, feature, and capability comparisons
• Follow the full template in strategy/comparison-post-strategy.md (Category 3)

Required Elements in Every Competitor Comparison

1. Quick comparison table (pricing, minimum spend, creative tools, targeting, channels)
2. "Who each platform is for" section (honest segmentation)
3. Feature-by-feature breakdown
4. Pricing comparison with real numbers
5. "When to choose [Competitor]" section (shows fairness)
6. "When to choose Adwave" section (closes with our strengths)
7. All 6 Adwave differentiators woven in naturally

Competitor Comparison Pre-Publishing Checklist

• [ ] Published under /compare/ with resourceType: "Comparisons"
• [ ] Tone is fair and honest (not a hit piece)
• [ ] Competitor pricing/features are accurate and verifiable
• [ ] All 6 Adwave differentiators included
• [ ] "When to choose [Competitor]" section present
• [ ] Internal links to pricing, how-it-works, and relevant industry pages

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Summary

Version history

• v1 · 6/20/2026, 3:11:54 AM · migration import