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”
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-touch… attribution 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”
How a Major Home Cleaning Brand Used Ad-Targeting to Increase its In-Store Sales
By Lance Brothers, Chief Revenue Officer, NCS
Competition is especially fierce in the household cleaning products industry.
So when a major cleaning products brand wanted to increase incremental sales in stores, they decided to pit three purchase-based targeting companies, including NCS, against one another to see which company could generate the greatest sales lift.
Continue reading “How a Major Home Cleaning Brand Used Ad-Targeting to Increase its In-Store Sales”
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”
NCS Now Offers Sales Effect Measurement for YouTube Advertising
