5 Cups
5 CUPS THIS WEEK:
Previews of four original research papers to be presented at the Audience Measurement Conference and an article of interest.
“Reach versus Frequency” – Facebook and Frito-Lay
We conducted a meta-analysis of Datalogix ROI studies to better understand the impact of reach-based planning and optimal frequencies on in-store sales.
Various media buying principles were evaluated, including the impact of reach-based planning, optimal frequency and campaign length in relation to sales lift.
We will present results which provided clear guidance and best-practices for media buying across the Frito-Lay portfolio including reach sufficiency levels, optimal frequency and creative guidelines for a mobile environment.
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