Viant Releases New Research Revealing How CPG Advertisers Can Grow Sales
31 Mai 2023 - 2:00PM
Business Wire
How CPG Advertisers Can Target Key Audiences
to Drive Sales
Viant Technology Inc. (NASDAQ: DSP), a leading people-based
advertising technology company, has released new research that
reveals the audience most likely to purchase a product after being
served an advertisement: an audience segment described as “the
Moveable Middle.” Viant, working in concert with market researcher
Joel Rubinson, former Chief Research Officer at the Advertising
Research Foundation, and Circana (formerly IRI and NPD) conducted
research testing the Moveable Middle theory by running three large
CPG ad campaigns that leveraged Viant’s people-based programmatic
platform and Circana’s consumer-purchase data.
The results of the study proved that the Moveable Middle
audience consistently outperformed non-Movable Middle audiences,
demonstrating up to 14x the sales lift after exposure to
advertisements, compared to other key audiences. The Moveable
Middle, a theory originally developed by the MMA with the support
and collaboration of Joel Rubinson, is the concept that between the
audience that is loyal to a brand, and those that would not
purchase a brand, there lies an influenceable group of consumers—
the Moveable Middle —and this audience is the most responsive to
advertising.
“This research presents a tremendous opportunity for advertisers
to leverage Viant’s proprietary cookieless technology to directly
identify if a target audience is in the Moveable Middle for a given
brand, and then execute an omnichannel Moveable Middle targeting
strategy measuring true campaign impact and lift,” said Jon Schulz,
Chief Marketing Officer at Viant.
The Moveable Middle is Viant’s and Rubinson’s most recent
iteration of research helping CPG marketers understand how to drive
the highest return on ad spend (ROAS), after their release of “The
Persuadables.” The Persuadables provided a methodology for
identifying audience segments that are most likely to make
transactions, based on their purchase cycle and willingness to
switch brands.
“Given tightening economic conditions and the increasing demands
on marketers to demonstrate returns on investment, it is imperative
for marketers to run campaigns that are engineered to be efficient
and minimize wasted impressions by identifying consumers most
likely to purchase a given brand,” said market researcher Joel
Rubinson. “Leveraging the notion of Moveable Middle offers a path
to realizing this goal.“
Viant’s direct integration with a portfolio of high-value data
partners, including Circana, presents opportunities allowing
marketers to utilize the Moveable Middle audience in the Viant DSP
to execute campaigns that drive ROAS across today’s media
landscape.
Download the full white paper here.
About Viant
Viant® (NASDAQ: DSP) is a leading advertising technology company
that enables marketers to plan, execute and measure omnichannel ad
campaigns through a cloud-based platform. Viant’s self-service
Demand Side Platform, Adelphic®, powers programmatic advertising
across Connected TV, Linear TV, mobile, desktop, audio, gaming and
digital out-of-home channels. As an organization committed to
sustainability, Viant’s Adricity® carbon reduction program helps
clients achieve their sustainability goals. In the past year, Viant
was recognized as a Leader in the DSP category, earned Great Place
to Work® certification, became a founding member of Ad Net Zero,
and Co-Founders Tim and Chris Vanderhook were named EY
Entrepreneurs of the Year. To learn more, please visit
viantinc.com.
About Joel Rubinson
Joel Rubinson is the founder and president of Rubinson Partners,
Inc., a marketing and research consultancy that has served over 80
clients at making data-driven decisions to improve their marketing
effectiveness. He has also held several senior positions at major
corporations, including Chief Research Officer at The Advertising
Research Foundation (ARF) and Chief Research Officer at The NPD
Group. Joel’s master’s degree is from the University of Chicago
with concentrations in economics and statistics, where he studied
under Nobel Prize winners in economics.
About Circana
Circana is the leading advisor on the complexity of consumer
behavior. Through unparalleled technology, advanced analytics,
cross-industry data, and deep expertise, Circana provides clarity
that helps almost 7,000 of the world’s leading brands and retailers
take action and unlock business growth. We understand more about
the complete consumer, the complete store and the complete wallet
so our clients can go beyond the data to apply insights, ignite
innovation, meet consumer demand and outpace the competition. Learn
more at www.circana.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20230531005383/en/
Media: Marielle Lyon press@viantinc.com
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