Marketing and Research Consulting for a Brave New World
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Dec

28

Cracking the Ad Responsiveness Code: A Tale of Two Theories

In: advertising, advertising effectiveness, Movable Middle, Reach, targeting
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A new approach to contrast Movable Middle and broad reach media planning theories proves which is best.

Sep

30

How to Improve Advertising Attentiveness

In: advertising, advertising attentiveness, advertising effectiveness, MMA Global, Movable Middle
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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.

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.

Oct

8

Retail Media…coming on like a freight train

In: A/B tests, addressabale advertising, addressable marketing, Amazon, Retail media
Comments Off on Retail Media…coming on like a freight train

What product marketers need to know about retailers becoming AdTech…a large and growing advertising channel.

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