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.
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Sep
30
How to Improve Advertising Attentiveness
In: advertising, advertising attentiveness, advertising effectiveness, MMA Global, Movable Middle
Comments Off on How to Improve Advertising Attentiveness
Jul
8
Stop chasing reach…evidence that Movable Middles are the real gold mine
In: ad waste, addressable marketing, advertising effectiveness, advertising long term effects, Ally Bank, MMA Global, Movable Middle, Multi Touch Attribution, statistics, TransUnion
Comments Off on Stop chasing reach…evidence that Movable Middles are the real gold mine
Marketing is not like slicing off a chunk from a loaf of bread where you get more in a bigger chunk. At some point, as you strive for more reach, you are moving ad impressions from high Movable Middle audiences to low Movable Middle audiences…not a good deal.
Feb
20
The case for rethinking broad reach paid media plans
In: ad waste, addressable marketing, advertising effectiveness, audiences, media planning, Movable Middle, Reach, ROAS
Comments Off on The case for rethinking broad reach paid media plans
Ehrenberg-Bass researchers readily admit that consumers are heterogeneous in their brand preferences. Yet, they ignore the possibility that consumers also vary in their expected responsiveness to advertising even though they are mathematically linked.
Jun
13
New Evidence…The Power of Movable Middle Targeting Across Sectors
In: ad waste, brand marketing, MMA Global, Mobile marketing Association, Movable Middle, ROAS, Viant
Comments Off on New Evidence…The Power of Movable Middle Targeting Across Sectors
Movable Middles are up to 23 TIMES more responsive paid media. Show this to your CFO the next time your ad budget is challenged.
May
19
Decoding advertising’s future…the Math, AI, wave
In: advertising, advertising effectiveness, AI, ChatGPT, Generative AI, Math, Movable Middle, targeting
1 Comment
Math and AI are optimizing tactics, refining targeting, and transforming creative processes for significantly improved outcomes.