Broad reach media plans don’t build brands — they bury them…in Dead Zones, where ad impressions are engineered to fail.

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- Escape the Dead Zones…What’s Really Killing Your Ad Performance
- It is predictable that big share brands generate higher ROAS
- Cracking the Ad Responsiveness Code: A Tale of Two Theories
- How my model beat Nate Silver at predicting the 2024 election results
- How to Improve Advertising Attentiveness
- 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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May
16
Escape the Dead Zones…What’s Really Killing Your Ad Performance
In: ad waste, addressable marketing, advertising, Advertising ROI, brand marketing, Movable Middle
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Apr
9
How can a smaller share brand compete with a reduced ad budget? advantage? Construct audiences where it is a larger share brand.
Dec
28
Cracking the Ad Responsiveness Code: A Tale of Two Theories
In: advertising, advertising effectiveness, Movable Middle, Reach, targeting
Comments Off on Cracking the Ad Responsiveness Code: A Tale of Two Theories
A new approach to contrast Movable Middle and broad reach media planning theories proves which is best.
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.
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.