This year’s cricketing extravaganza in India—the Indian Premier League (IPL)—is now a part of sports history, but the event provided a wealth of insights regarding the ads that most appealed to fans during the key match between the Chennai Super Kings and the Mumbai Indians. In looking at the...
Optimizing ad performance is about reaching the right audience, influencing its opinion and impacting behavior. While achieving this winning combination can be a challenge, it is now made possible using the '3R Framework' – and understanding how Reach and Resonance lead to Reaction.
The advertising world produces over 3 million direct response ad spots per year; given the real-time nature of direct response advertising, agencies and advertisers need to know if, when and where their spots air as quickly as possible.
The prevalence of media platforms and the ability to create integrated campaigns present additional challenges to achieving frequency control and unduplicated reach.