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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.

How can a smaller share brand compete with a reduced ad budget? advantage? Construct audiences where it is a larger share brand.

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.

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.

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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