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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Recent Posts
- Why Broad Reach Media Plans Cause Brand Campaigns to Fail…and what to do about it
- 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
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Blogroll
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
1 Comment
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.
Feb
20
Four targeting strategies that build stronger brands
In: ad waste, addressabale advertising, advertising, brand marketing, targeting
4 Comments
Targeting your own buyers and prime prospects with heavier media weight can increase sales by $100MM and build a stronger brand.
Oct
21
What is wrong with marketers wanting more reach with their advertising? Plenty!
In: advertising, Marc Pritchard, marketing ROI, media, media planning, Procter and Gamble, programmatic advertising, ROAS, targeting
1 Comment
More reach means your advertising will be less profitable. Move to ROAS-based media planning. Here’s how.