Category: Advertising
3 Things Every Advertiser Should Know About Gen Z’s Influence
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.
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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”
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”
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?).
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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.
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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.
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NCS Now Offers Sales Effect Measurement for YouTube Advertising
New Solution Brings Consistent and Comparable Sales Metrics to CPG Advertisers
By Carl Spaulding, EVP Strategy
It’s no secret that CPG brands today are looking for a better way to understand how their digital advertising investment is working. Even with all of today’s modern and innovative measurement solutions, it’s been hard to prove the return for digital marketing in a way that’s comparable across all types of digital publisher environments. Continue reading “NCS Now Offers Sales Effect Measurement for YouTube Advertising”
Better Advertising Starts NOW
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:
How Reynolds Wrap Can Grow its Brand by Finding the Ideal Customers
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, 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.
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What Six Billion Rows of Data Taught Us About Advertising Effectiveness
By Leslie Wood, Chief Research Officer
If you Google “rules of advertising,” you’ll find that most of these golden rules focus on how to develop great creative. There isn’t a lot of data-driven direction for planning and delivering advertisements with the right messages to the right audiences. In the past, we didn’t have the tools and framework to understand the financial implications of messaging and targeting decisions. Today, we do.
Now, we can stop asking the following questions and start answering them.
- Does advertising really work or can I just cut the price?
- What are the best short- and long-term strategies for driving growth?
- Who should we target—current buyers or non-buyers?
- What are the roles of creative and media in driving brand growth?
- How should the life stage of my brand affect decisions?
Continue reading “What Six Billion Rows of Data Taught Us About Advertising Effectiveness”