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For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that digital advertisements are most effective right before a consumer is about to buy a product.
Joel Rubinson, MMA’s attribution SME & former Chief Research Officer at the Advertising Research Foundation, Nielsen Catalina Solutions, and Viant partnered to test this theory against three ad campaigns for three popular CPG brands.
Cost Per Visit (CPV) is a new metric that marketers – particularly retailers – should pay attention to, as it is an innovative way to use location data that connects media directly to store visits.
That’s why the MMA, in partnership with GroundTruth, have produced a new Master Class paper, “Cost Per Visit: A Metric for the Future of Location Data,” which is downloadable at right.
With the ever-increasing pressure on marketers to achieve increased profitable growth and a laser focus on their bottom line, the need to understand the impact of their marketing and which part delivers the highest ROI is critical. At the same time, as mobile investment is increasing at the fastest rate of any media, there is an urgency to understand the ROI specific to mobile marketing. There is a need to understand the way in which advertising tactics work similarly or differently from other advertising in other media.
