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Broad reach media plans don’t build brands — they bury them…in Dead Zones, where ad impressions are engineered to fail.

Cracking the Ad Responsiveness Code: A Tale of Two Theories

In: advertising, advertising effectiveness, Movable Middle, Reach, targeting
Comments Off on Cracking the Ad Responsiveness Code: A Tale of Two Theories

A new approach to contrast Movable Middle and broad reach media planning theories proves which is best.

The most certain way to get more consumers to pay attention to your advertising is by targeting advertising to those who give a sh!t about your brand.

Marketers now know that prior years of brand building can have a much bigger impact on current sales than previously thought.

Math and AI are optimizing tactics, refining targeting, and transforming creative processes for significantly improved outcomes.

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