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 - Featured Image

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
dots

DOWNLOAD THE GUIDE

"*" indicates required fields

How AI is Transforming Programmatic Advertising How AI is Transforming Programmatic Advertising Download Now Innovation in artificial intelligence (AI) has changed… Read More
Programmatic Advertising for the 2024 Election Political White Paper Programmatic Advertising for the 2024 Election Get the Guide The 2024 presidential… 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 How DOOH, Streaming Audio and CTV Connect the Cookieless, Multi-Device World MARCH 2023   ■… Read More
White Paper: Three Key Areas of Focus for Marketers in 2023 White Paper Three Key Areas of Focus for Marketers In 2023 AUGUST 2022   ■… Read More
Benchmarks for a Cookieless World: Your Cheat Sheet To Compete in… Benchmarks for a Cookieless World Your Cheat Sheet to Compete in the New Open Web… 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 Data Lakes White Paper Demystifying Data lakes APRIL 2021   ■   WHITE PAPERS Get… Read More
Measurement Tactics For A Cookieless World: A 4-step Guide To Proving… Measurement Tactics for a Cookieless World A 4-Step Guide to Proving the Value of Your… Read More
Digital Audio Advertising: A 101 Guide Audio Marketing Digital Audio Advertising: A 101 Guide JUNE 2022   ■   WHITE PAPERS… 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
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
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 Learn About the Benefits of Going People-Based The Definitive Guide to People-Based Advertising WHITE PAPERS… 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 the Viant DSP — Understanding the… 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.