CPG/FMCG

• Audience & Media Measurement
• Article

When Media Effects Multiply: Evidence of Cross-Funnel Synergies

• ARF
• JOURNAL OF ADVERTISING RESEARCH

Media planning frameworks often assume that channels operate independently or compete within the same funnel stage. This research challenges that assumption by demonstrating that the largest performance gains come from cross-funnel synergies, particularly between upper-funnel television, middle-funnel digital media and lower-funnel promotions. Using a large-scale CPG dataset and a novel estimation–optimization approach, the study shows that explicitly modeling these interactions can materially improve media allocation decisions while also significantly increasing incremental revenue.

• Article

ARF KC Deep Dive: Hispanic Snacking and Beverage Consumption Trends

• Article

ARF KC Key Takeaways: Brand Salience Measurement

• Article

ARF KC Key Takeaways: Brands Executing Across the Digital and Retail Ecosystem

• Article

ARF KC Deep Dive: Display Media Best Practices

• Article

ARF KC Deep Dive: Olympic Sponsor Messages

• Article

ARF KC Deep Dive: GenAI Incremental Value in Ad Dev/Planning

• Article

Unmixed Signals: Connecting Brand Equity and Long-Term Sales