Spy Categorization
ISA Taxonomy Quick Reference
Standard fields and categories for Pedro when categorizing downloaded competitor ads.
yt-dlp Command Template
bash
yt-dlp -o "%(title)s_%(id)s.%(ext)s" "<PASTE_URL_HERE>"
Pedro copia a URL do ad, cola no lugar de <PASTE_URL_HERE>, e executa. Simples assim.
Notion Entry Fields
Required Fields
| Field | Type | Description |
|---|
| Ad URL | URL | Original source link |
| File Name | Text | Local file name after download |
| Download Date | Date | When it was captured |
| Platform | Select | Meta / YouTube / TikTok |
| Niche | Select | Weight Loss / Joint Pain / Brain Health / Gut Health / Blood Sugar / Other |
| Duration | Number | Total length in seconds |
Hook Classification (ISA)
| Field | Options |
|---|
| Hook Type | Curiosity · Fear · Social Proof · Conditional · Imperative · Defeat · Result · Walkthrough · Open Loop · Question · Contrast · Authority Claim |
| Hook Technique | Tratamento Errado · Cena Universal · Mecanismo Direto · Burden Emocional · Discovery First · Friendly Fire · Resultado + Prova · Confissão |
| Opening Device | Question · Statement · Conditional ("If you...") · Command · Story · Statistic · Contrast ("Instead of X, try Y") |
Content Classification
| Field | Options |
|---|
| Mechanism | Ingredient · Process · Discovery · Deficiency · Combination · Lifestyle Change |
| Tone | Urgent · Empathetic · Authority · Conversational · Alarmist · Confessional · Scientific · Conspiratorial |
| CTA Type | Quiz · Free Report · Doctor Consult · Video · Direct Purchase · Limited Offer |
| Visual Format | Green Screen · Podcast Clip · Car Confession · Walking & Talking · Screen Recording · UGC Testimonial · B-Roll + VO · Slideshow |
Quality & Usability
| Field | Options |
|---|
| Quality Tag | Strong Reference · Medium · Weak |
| Usability | Hook Only · Full Structure · Angle Inspiration · VOC Source · Visual Reference |
| Copy Angle | Text — 1-sentence summary of the main persuasion angle |
Transcription
| Field | Description |
|---|
| First 15s Transcription | Verbatim transcription of the first 15 seconds (the hook) |
| Key Phrases | 2-3 standout phrases from the ad (for searchability) |
Calibration Guide
Strong Reference
- Clear, compelling hook that stops the scroll
- Professional production (good audio, decent visuals)
- Identifiable mechanism or angle you could learn from
- Likely performing well (high view count, long-running ad)
Medium
- Decent hook but weak body, OR weak hook but strong body/structure
- Good angle but poor execution
- Worth noting but not a top reference
Weak
- Poor hook, poor production, no clear angle
- Generic or cliche approach
- Only worth cataloging for completeness or as a "what not to do"
Daily Spy Quota
Daily Target
5 - 10 ads/day
During Phase 2 (Days 5-12)
After Phase 2: 3-5 ads/day as maintenance
Priority Sources
- Meta Ad Library — search by competitor brand names and niche keywords
- TikTok Creative Center — trending ads in health/wellness
- YouTube — pre-roll ads and competitor channels
- AdSpy (if available) — filtered by niche and run time