Skip to content
The Persuadables

How Advertisers Can Use the Principles of Recency and Spend Level to Boost ROAS

NOVEMBER 2019   ■   WHITE PAPERS

The Persuadables: How Advertisers Can Use the Principles of Recency and Spend Level to Boost ROAS

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, former Chief Research Officer at the Advertising Research Foundation, Nielsen Catalina Solutions, and Viant partnered to test this theory against three ad campaigns Viant ran for three popular CPG brands.

Key Findings:
  • The Persuadables, or heavier volume shoppers who are close to their next purchase, generated an incredible 16x ROAS compared to the remaining audiences exposed to the campaigns
  • Targeting heavy brand buyers provides a significant lift in ROAS. In fact, contrary to popular belief, targeting brand buyers vs. non-brand buyers is uniformly a better strategy
  • The Persuadables exhibited an unprecedented lift of roughly $17-48 in sales, per dollar of advertising
Get the Guide
dots

DOWNLOAD THE GUIDE

"*" indicates required fields

Note: By filling out this form, you agree to the Viant Privacy Policy and to join Viant’s mailing list from which you can unsubscribe at any time.

Programmatic Advertising for the 2024 Election Political White Paper Programmatic Advertising for the 2024 Election SEPTEMBER 2023   ■   WHITE… Read More
Reaching the Moveable Middle: How CPG Advertisers can Identify Target Audiences… Reaching the Moveable Middle How CPG Advertisers Can Identify Target Audiences to Drive ROAS MAY… Read More
How DOOH, Streaming Audio and CTV Connect the Cookieless, Multi-Device World Emerging channels such as digital out-of-home (DOOH), streaming audio and connected TV (CTV) have presented… Read More
White Paper: Three Key Areas of Focus for Marketers in 2023 2023 is shaping up to be a monumental year for digital advertising. An uncertain economic… Read More
Benchmarks for a Cookieless World: Your Cheat Sheet To Compete in… It’s well known that the days of the third-party cookie are coming to an end.… Read More
Targeted Programmatic Advertising for the 2022 Midterm Campaigns Midterm elections historically have lower voter turnout - but 2022 is shaping up to be… Read More
Demystifying Data Lakes By 2025, it is estimated that the digital universe will create 463 exabytes of data… Read More
Measurement Tactics For A Cookieless World: A 4-step Guide To Proving… Validate Your Digital Ad Spend With Ad Measurement There's never been more pressure to prove… Read More
Digital Audio Advertising: A 101 Guide In 2020, US adults turned from terrestrial radio to digital audio due in large part… Read More
Behind the Rise of Ecommerce in America Even before the COVID-19 outbreak, consumers were shopping online more than ever before. But a… Read More
TV’s Role in an Omnichannel World Television’s role in today’s increasingly omnichannel world is changing – what worked in 2015 won’t… Read More
Programmatic Advertising In The Trenches In 2019 alone, marketers will spend $60 billion on programmatic advertising – and it is… Read More
Introduction To Programmatic Advertising: In-housing For Brands INNOVATING IN A NEW OPEN WEB Viant is a pioneer in people-based advertising - the… Read More
Introduction to Digital Out-of-Home Digital out-of-home (DOOH) empowers marketers to reach consumers by the masses with personalized and timely… Read More
Programmatic Advertising for Pharma Marketers INNOVATING IN A NEW OPEN WEB Viant is a pioneer in people-based advertising - the… Read More
Demystifying Quick Service Restaurant Customers With the right technology, today’s quick service restaurant (QSR) marketers can understand their customers better… Read More
TV Viewability in the Age of the Distracted Viewer Today, the vast majority of TV viewers admit to engaging with their companion devices or… Read More
The Definitive Guide to People-Based Advertising The digital advertising ecosystem is well known for its abundance of buzzwords and acronyms, with… Read More
AN INTRODUCTORY GUIDE TO TV ACR TECHNOLOGY In a very short span of time, the concept of television went from one big… Read More
The Persuadables: How Advertisers Can Use the Principles of Recency and… The Persuadables How Advertisers Can Use the Principles of Recency and Spend Level to Boost… Read More
The Total Economic Impact™ of Adelphic, the Viant DSP — Understanding… Read More

STAY IN THE LOOP WITH OUR NEWSLETTER

Sign up to get Viant news and announcements delivered straight to your inbox.

Sign up to get Viant news and announcements delivered straight to your inbox.