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”

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?”

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 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.

Continue reading “How Reynolds Wrap Can Grow its Brand by Finding the Ideal Customers”

Panel: Advanced TV Measurement Under The Microscope

NCS CEO Matt O’Grady was among the esteemed guests discussing Advanced TV’s ins and outs at the recent Beet Retreat in Miami.

With Advanced TV’s dynamic opportunity also comes a fair amount of political complexity, and if you’re new to the medium, the video below will provide an enthusiastic executive introduction. Key takeaways from the panelists circled around the need for data transparency, innovative methodologies, and low-friction integration — along with a reality check on CPM as a performance metric, and how it can negatively impact campaign returns and client relationships alike.

Watch Matt and the Beet Retreat panel here:

Watch This: Purchase Driven Planning Explained

Missed us at ARF ReThink 2016? Well, you missed a lot. Luckily, we had the cameras rolling.

Catch up on the breakthrough ROI paradigm developed by our own Leslie Wood and CBS’ Dave Poltrack, dubbed Purchase Driven Planning. The method looks past Reach, into a more granular and strategically-timed model of Purchase Occasions. This award-winning work is now available in the following video:

To catch complementary presentations from Dave Poltrack and Nielsen, and listen to a panel discussion featuring NCS, see the video below. Note that we have a contact form pre-rolling this video, because if you’ve gotten this far, you really owe it to yourself to get specific answers to your questions.