From Attribution to Incrementality: An Interview with Carl Spaulding, EVP of Strategy at NCSolutions

March 16, 2020 {This is the final installment of a four-part series aimed at helping marketers up their programmatic game in 2020 by taking a more holistic approach to measurement. If you haven’t already, go back and read parts onetwo, and three.}

As you learned earlier in our series, there are plenty of ways to tie your digital investment to metrics, like online sales — or even offline sales.

For our final post, we interviewed Carl Spaulding, EVP of Strategy at NCSolutions (NCS) — one of our partners — to discuss how consumer packaged goods (CPG) marketers can go beyond attribution to gain a deeper understanding of incremental sales.

Attribution and incrementality both measure performance. At a high level, how do the two differ from each other?

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NCS NAMES JEFF DOHERTY AS FIRST CHIEF PRODUCT ENRICHMENT OFFICER

COO Will Lead Innovation Initiatives that Propel NCS Services from Strategy to Optimization for CPG Audiences

NEW YORK, February 13, 2020 NCSolutions (NCS), the leading company for improving advertising effectiveness for the consumer packaged goods (CPG) ecosystem, has named Jeff Doherty to the newly created position of chief product enrichment officer.  Continue reading “NCS NAMES JEFF DOHERTY AS FIRST CHIEF PRODUCT ENRICHMENT OFFICER”

Tru Optik Now Includes NCSolutions Purchase-Based Audience Segments in Their OTT Data Marketplace

Agreement Will Provide Advertisers with NCS Audience Segments from Transaction-Level Purchases for OTT/CTV, Streaming Audio and Gaming Campaigns

Stamford, CT, January 8, 2020 — Tru Optik, the identity resolution leader across Over-the-Top (OTT) and Connected TV (CTV), announced today an agreement with NCSolutions (NCS), the leading company for improving advertising effectiveness for the entire CPG (consumer packaged goods) ecosystem. NCS segments will now be available on the Tru Optik Data Marketplace for OTT/CTV, streaming audio and gaming advertising campaigns, providing enhanced audience-based targeting capabilities for CPG advertisers, media buyers and publishers. Continue reading “Tru Optik Now Includes NCSolutions Purchase-Based Audience Segments in Their OTT Data Marketplace”

NCSOLUTIONS CELEBRATES 10 YEARS OF ADVANCING ADVERTISING EFFECTIVENESS

Continues to Set New Milestones in Accelerating Insights and Pushing the Boundaries of Industry Knowledge

NEW YORK – JANUARY  7, 2020 – NCSoutions (NCS), the leading advertising effectiveness company for CPG brands, is celebrating a decade of achievements. Amid the unprecedented seismic shifts in the consumer and technology landscape over the last decade, the company’s proven approaches to audience targeting, advertising campaign measurement, and in-flight optimization have delivered exceptional results for its customers. NCS has impacted more than $25 billion in client media spend and expanded industry knowledge through extensive R&D into how advertising works. As NCS launches into its second decade, it has been rolling out next-generation technologies, remaining committed to the company mission to improve the effectiveness of advertising across all media.

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NCS AND THE TRADE DESK COLLABORATE TO BRING MARKETERS A NEW IN-FLIGHT OPTIMIZATION SERVICE INTO THE DEMAND-SIDE PLATFORM

CPG advertisers using the demand-side platform now can dial-up or dial-down campaign tactical components using causal sales lift metrics to amplify incremental sales

NEW YORK – NOVEMBER 20, 2019, NCS, the leading company for improving advertising effectiveness for the entire CPG ecosystem, today announced its ground-breaking in-flight optimization solution–Sales Lift Metrics– will be made available to advertisers through The Trade Desk demand-side platform (DSP). The product will soon be offered to select advertisers and will be made generally available in the near future.  Continue reading “NCS AND THE TRADE DESK COLLABORATE TO BRING MARKETERS A NEW IN-FLIGHT OPTIMIZATION SERVICE INTO THE DEMAND-SIDE PLATFORM”

Gen Z sways household buying decisions after seeing Snapchat ads, study finds

Sept. 26, 2019 – While a majority of Gen Zers are not the primary purchasers of CPG products within their households, delivering ads to them sways sales, according to new research by Snap and NCSolutions shared with Mobile Marketer. Conducted in Q4 2018, the study analyzed 19 ad campaigns from 32 CPG brands to determine how well video, Lens, Story and other ads on the image-messaging platform work when delivered to users who don’t control the household’s purse strings.

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