Marketing and Research Consulting for a Brave New World
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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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Broad reach media plans don’t build brands — they bury them…in Dead Zones, where ad impressions are engineered to fail.

Apr

9

It is predictable that big share brands generate higher ROAS

In: Advertising ROI, Movable Middle, ROAS
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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
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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
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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.

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