Marketing and Research Consulting for a Brave New World
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Apr

9

It is predictable that big share brands generate higher ROAS

In: Advertising ROI, Movable Middle, ROAS
Comments Off on It is predictable that big share brands generate higher ROAS

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

Feb

20

The case for rethinking broad reach paid media plans

In: ad waste, addressable marketing, advertising effectiveness, audiences, media planning, Movable Middle, Reach, ROAS
Comments Off on The case for rethinking broad reach paid media plans

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.

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.

Mar

17

How marketers can consistently out-perform the average

In: brand marketing, data driven marketing, MRX, ROAS, targeting
1 Comment

Discover math-driven marketing strategies to surpass industry averages and boost growth. Focus on targeting the Movable Middle, heavy users, and maximizing repeat rates to drive customer retention. Measure effectiveness, generalize findings, and refine media tactics to enhance advertising performance and achieve greater-than-average results in a competitive landscape.

Nov

29

Over 26 years, evidence for targeting your advertising impressions

In: ad waste, addressabale advertising, advertising, audiences, programmatic advertising, ROAS, targeting
3 Comments

Build your media strategy around your consumer franchise, customers plus prime prospects, not around broad reach

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