What We Heard at CES 2020: The Industry Raises the Bar on Ad Effectiveness

By Lance Brothers, Chief Revenue Officer, NCSolutions

Here at NCS, the New Year isn’t truly underway until we arrive at the Consumer Electronics Show in Las Vegas. It’s always a whirlwind of excitement, and this year was no exception.

For us, CES 2020 isn’t only about the chance to see the latest in innovative technologies or the quirky home robots (looking at you, Bot Chef). The show is always an important opportunity to meet with clients and learn more about their 2020 plans. We also use this time to cast a gimlet eye on the tech and trends destined to impact CPG advertising over the coming years. Continue reading “What We Heard at CES 2020: The Industry Raises the Bar on Ad Effectiveness”

All In a Decade of Work

CEO of NCSolutions, Linda Dupree, Talks 10 Years of Advertising Effectiveness, and What It Means for the Industry

2020 marks a milestone anniversary of ten years of advancing advertising effectiveness for NCS—this is a big one for us so we sat down with our CEO, Linda Dupree, to get her take on this exciting time for the company.  Continue reading “All In a Decade of Work”

MECE: Why You Need It for Better Advertising

By Steve Tramposch, VP Client Consulting, NCSolutions

MECE. 

(Also known as Mutually Exclusive, Collectively Exhaustive.) 

MECE isn’t another social media acronym — it’s an advertising effectiveness term. If you’re in the targeting space perhaps you’ve heard of MECE (pronounced “mee-see”). Maybe you vaguely remember the concept from probability in math class long ago, but you can’t imagine exactly how it applies to marketing. We can all probably benefit from a refresher on this term — because understanding the relevance and power of MECE can help us improve our advertising effectiveness throughout a campaign. Continue reading “MECE: Why You Need It for Better Advertising”

3 Things Every Advertiser Should Know About Gen Z’s Influence

Gen Z woman looking at phone

By Ritesh Sethi, Sr. Director, Business Development, NCSolutions

We recently released the results of a study we conducted at NCSolutions in partnership with Snap Inc. to better understand the influence of Generation Z on household purchases. While I always knew this younger generation played a role in their parents’ purchases, the magnitude of their influence surprised me; Gen Z’s impact on their households’ purchase decisions is so great, they might as well be celebrities.

Continue reading “3 Things Every Advertiser Should Know About Gen Z’s Influence”

4 Wagers On How Retailers Will Embrace Innovation To Reshape Grocery

By Dwayne Flood, Director, Retailer Data Partnerships, NCSolutions

How can grocery retailers adapt to consumers’ changing buying behaviors? 

What new digital tactics and strategies will build shopper loyalty? 

How can grocery marketers and brands communicate the right message to the right consumer faster? 

What does the future hold for the relationship between brands and grocers in an age of disruption? Continue reading “4 Wagers On How Retailers Will Embrace Innovation To Reshape Grocery”

I Just Launched My Campaign, Is It Working?

By Stu Girgins, VP, Client Consulting, NCS

“Causality,” (cau·sal·i·ty) the relationship between cause and effect; 

“Incrementality,” (in-cre-men-tal-i-ty) the quantification of cause and effect.

Words like these are often used to describe the outcomes of an advertising campaign, but what do these academic words actually mean from a research perspective, and how do they help marketers? Continue reading “I Just Launched My Campaign, Is It Working?”

How a Pet Food Purveyor Used Addressable TV to Jump-Start Sales

By Tom Eaton, SVP, Programmatic & TV Solutions, NCS

Linear TV has been the bedrock of most national campaigns for decades. But addressable TV campaigns promise to do even more by reaching only known buyers and enticing them to buy more. That’s what a leading pet food manufacturer discovered when it asked: Does addressable TV work? Will it drive incremental sales – and if so, by how much?
Continue reading “How a Pet Food Purveyor Used Addressable TV to Jump-Start Sales”

We’re Not Done Yet

NCS Chief Research Officer Leslie Wood was recently recognized for her decades of seminal market research work. But this is only the beginning for her and NCS.

By Carl Spaulding, EVP of Strategy, NCS

The strange thing about a lifetime achievement award is it implies the recipient’s career is over.

So when Leslie Wood, NCS’s chief research officer, received the Advertising Research Foundation’s Erwin Ephron Demystification Award in April, in recognition of her decades of illuminating research work, she had one message for the attendees: Continue reading “We’re Not Done Yet”

8 Keys to Multicultural Marketing in 2019

By Leslie Wood, Chief Research Officer, NCS

Recently, I was invited by Jake Beniflah, Executive Director of the Center for Multicultural Science,  to sit on a panel discussion about multicultural marketing. This topic has always been of high interest and importance to me. It was a great opportunity to gather new insights and share some of what we’ve learned over the years.

One of the most important parts of the discussion was: multicultural is finally mainstream. Today, culture and ethnicity aren’t afterthoughts – they are some of the most important factors in advertising success.

That notion rings true when considering the current landscape, even beyond advertising. In 2019, ethnicity is a top-of-mind concern. Pretty much everyone now is sensitive to stereotypes and misrepresentations. And that is likely to grow given population trends. The U.S. Census forecasts that by 2044, the U.S. will have a multicultural majority with 50 percent or more representing either Hispanic or African-American backgrounds. During the discussion, largely centered around this new report, a few key conversations rose to the top.

Continue reading “8 Keys to Multicultural Marketing in 2019”