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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.

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.

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.

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

Using best in class math driven media tactics collectively can be expected to account for 70-75% of ad effectiveness at driving sales. Targeting alone can be as powerful as great creative at driving incremental sales

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