By Matt O’Grady, CEO
The possibilities of big data and advanced technologies have opened up an unprecedented potential for creating and delivering very effective advertising.
Coupled with what we’ve learned about how brands grow and how consumers respond to advertising, a successful campaign can have a serious impact on business outcomes.
For NCS, the past decade has been focused on building the best datasets, methodologies, and technologies to help CPG advertisers grow their brands with advertising that sells more products. We’ve advanced the advertising industry with data-driven answers to the big questions. While we remain true to our roots in single-source CPG data, we’ve also evolved.
Our team is so excited about the next generation of NCS. As it will continue to rely on unparalleled data assets. We will continue to hone our methodology with the most rigorous scientific process and innovative technologies. We’re bringing this history with us to the future. And the future is now. Today, we are focused on unleashing the potential of advertising by innovating in five major areas:
When it comes to successful ad targeting for consumer packaged goods brands (CPG), there are a lot of theories, but little data.
Until recently, that is. In June, Nielsen Catalina Solutions (NCS) released the results of a study on 50 CPG brands over 3-and-a-half-years at various stages of their life cycles called How to Build Brands. Recently, Reynolds Wrap, the venerable aluminum foil brand, took a deep dive into what this data means for the brand.
According to the study, advertising spend becomes more efficient when marketers can identify which consumer groups the messaging resonates with most. Ideally, marketers can double down on such targeting to improve return on ad spend (ROAS) and sales lift. For CPGs, efficient spending is imperative. The average food store in the U.S. is 7,500 square feet smaller than 10 years ago and has about 9,000 more products for sale. But 60% of shopping decisions are still made in store. Clearly, many shopping decisions are up for grabs.