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.
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- The case for rethinking broad reach paid media plans
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- New Evidence…The Power of Movable Middle Targeting Across Sectors
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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
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.
Jul
27
Why marketers should not ignore brand loyalty
In: brand loyalty, Dunkin Donuts, Markov repeat rates, MTA, Repeat rate, shopper journey, Starbucks
Comments Off on Why marketers should not ignore brand loyalty
Brand loyalty matters more than just about anything to profitable brand growth. Here are 5 reasons and actions to take