How can a smaller share brand compete with a reduced ad budget? advantage? Construct audiences where it is a larger share brand.
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- Stop chasing reach…evidence that Movable Middles are the real gold mine
- The case for rethinking broad reach paid media plans
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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.
Mar
17
How marketers can consistently out-perform the average
In: brand marketing, data driven marketing, MRX, ROAS, targeting
1 Comment
Discover math-driven marketing strategies to surpass industry averages and boost growth. Focus on targeting the Movable Middle, heavy users, and maximizing repeat rates to drive customer retention. Measure effectiveness, generalize findings, and refine media tactics to enhance advertising performance and achieve greater-than-average results in a competitive landscape.
Nov
29
Over 26 years, evidence for targeting your advertising impressions
In: ad waste, addressabale advertising, advertising, audiences, programmatic advertising, ROAS, targeting
3 Comments
Build your media strategy around your consumer franchise, customers plus prime prospects, not around broad reach