Advertising Effectiveness: What’s Next for CPG Brands?

By Leslie Wood, Chief Research Officer, NCS

Consumer engagement is the most universal challenge for brands today. Expectations are high (getting higher) and attention is short. There are more ways than ever to engage with content without seeing advertising. And consumers likely don’t even notice irrelevant ads – who can blame them?

The best part about this challenging environment we all find ourselves in today is that brands also have an unprecedented opportunity to engage in an authentic conversation with their tribe.

For the past 10 years, we’ve engaged in significant R&D efforts – hand-in-hand with brands and publishers – aimed at figuring out how advertising works. Everything we’ve learned has shown us how to create and deliver more effective advertising. It’s also given us a glimpse into what’s next for the advertising industry. Continue reading “Advertising Effectiveness: What’s Next for CPG Brands?”

Sales Lift Measurement & Attribution: One is Not the Same as the Other

By Carl Spaulding, EVP of Strategy, NCS

Whether it’s last-click or multi-touchattribution is confused with ROI by many in the advertising industry.

Sales Lift Measurement. Attribution. They’re the same thing, right? In the advertising world, both tell you how your campaigns are performing…right?

Kind of. Continue reading “Sales Lift Measurement & Attribution: One is Not the Same as the Other”

We Heart Publishers: Best Practices for Growth in 2019

By: Lisa Kerins, Vice President, Publisher Client Consulting, NCS

Through discussions with our publisher clients over the past several months, my team has observed some clear issues and pain points that have popped up time and time again. Many of these are related to doing business in the fast-changing and ever more crowded ad tech space. Continue reading “We Heart Publishers: Best Practices for Growth in 2019”

A Helpful Flowchart for Talking About Cross-Platform Advertising

By Tom Eaton, SVP, Programmatic & TV Solutions

Advertising today is complicated. In a world where consumers interact with content horizontally, across devices and platforms and publishers, there is a seemingly endless number of choices for every campaign. And as new technologies enter the market, the conversation is constantly shifting. Especially the conversation about cross-platform advertising (or is it cross-screen? or cross-media?).

Continue reading “A Helpful Flowchart for Talking About Cross-Platform Advertising”

Why It’s Time to Stop Thinking of Advertising as a Zero-Sum Game

By Tom Eaton, SVP, Programmatic & TV Solutions

For the last two decades, traditional and digital media have been locked in a battle over advertising dollars. Recent evidence suggests David is now Goliath. For the first time, advertisers will spend more on digital advertising than on traditional media such as TV, radio and newspapers.

Continue reading “Why It’s Time to Stop Thinking of Advertising as a Zero-Sum Game”

Data Use: Finding the Balance Between Better Advertising and Consumer Privacy

Matt O’Grady, CEO

With data breaches grabbing the headlines almost daily, privacy and transparency are top of mind for everyone in the advertising industry. Recently, at Beet Retreat 2018, I tackled some of the big questions about privacy, including how to balance better advertising with consumer rights and respect.

Continue reading “Data Use: Finding the Balance Between Better Advertising and Consumer Privacy”