By Lance Brothers, Chief Revenue Officer, NCSolutions
Last month I had a blast attending Beet Retreat in sunny San Juan, Puerto Rico. While there, I got the chance to speak with some of the television industry’s greatest minds on where the industry is headed on an attribution panel with a killer team of TV industry data gurus: Eric Mathewson, CEO of WideOrbit, Jo Kinsella, CRO of TVSquared, John Hoctor, President of Data + Math, a Liveramp company, and Lisa Giacosa, EVP Global Managing Director, Head of Data, Technology, Analytics & Insights, Spark Foundry, Publicis Connect, Blue449.
TV[R]EV’s Alan Wolk and I sat down to explore some of the themes that came up in the panel discussion. Continue reading “Talking TV Ad Effectiveness in San Juan”
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”
By Steve Tramposch, VP Client Consulting, NCSolutions
(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”
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.
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?”
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?
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?).
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”
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, 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.