At Home With Carl

By NCS Marketing

As the world responds to lifestyle changes resulting from COVID-19, brand advertisers are operating without a playbook. There’s no precedent for advertising in today’s environment, and questions abound. Should I cut spending in the face of stock-outs and consumer uncertainty? Do I need completely different creative to be sensitive to the environment? How should I adjust my targeting strategy based on changed consumer behavior?

Continue reading “At Home With Carl”

5 Trends on Consumer Behavior in the Quarantine Economy: Why Brands and Advertising Matter More Now Than Ever

By NCS Marketing

Our findings in a new study about consumer behavior during the COVID-19 pandemic show that in times of crisis, consumers flock to brands they know and trust.

The COVID-19 pandemic has been a period of unprecedented economic uncertainty — record unemployment, an overall decrease in consumer spending, and no answers about when things might get back to normal.

Things have been relatively fine for the CPG industry through this, as lockdown orders triggered a historic spending spree, with consumers rushing to grocery and drug stores to buy CPG items in enormous quantities.

Still, many marketers are understandably wary about what the future may hold for their businesses.

And our new research confirms that, even despite all the upheaval, two things remain true: Brands still matter, and consumers still respond to well-targeted, creatively compelling advertising. Continue reading “5 Trends on Consumer Behavior in the Quarantine Economy: Why Brands and Advertising Matter More Now Than Ever”

At Home with Jeff and Leslie

By NCS Marketing

During week eight of home confinement, it’s no surprise that consumer behavior throughout the U.S. has radically changed. Especially at the grocery store – one of the few places that’s remained open, regardless of how strict state regulations have been. 

Not only are consumers spending more (time and money) at the grocery store and cooking more at home, they’re also trying new products that, perhaps, they haven’t purchased before. Whether because of supply chain issues or in search for variety, consumers are picking up new habits. 

NCS executives are no exception. 

This week, we talked to Chief Product Enrichment Officer Jeff Doherty and Chief Research Officer Leslie Wood about changed consumer behavior, including their own. Jeff and Leslie also dive into the retail supply chain, talk about how NCS is serving our customers and dig into what this means for brand advertisers. Continue reading “At Home with Jeff and Leslie”

Talking TV Ad Effectiveness in San Juan

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”

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”

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”