Nielsen Catalina Launches Brand Growth Study

In the US, shopper insights and ad targeting specialist Nielsen Catalina Solutions (NCS) has partnered with the Ehrenberg-Bass Institute to launch a new industry study, aimed at understanding the best strategy for building consumer packaged goods (CPG) brands.

To set up the initiative, NCS and academic marketing research organization The Ehrenberg-Bass Institute partnered with CPG advertisers, media companies and industry organizations to analyse more than six billion rows of data from 50 brands over three and a half years. The research looks at who the most likely potential buyers of a product are, and aims to determine how best to influence future purchases in terms creative, reach, targeting, recency and context. It also tries to determine whether to target existing brand buyers to increase loyalty and maintain share, or grow a brand's base by targeting light and non-brand buyers. Initial findings will be presented in spring of 2018.

Leslie Wood (pictured), NCS' Chief Research Officer, comments: 'In the advertising industry, there's more data available today than there's ever been before. Brands have greater ability to deliver messages to more specific audiences, but we haven't had the tools to understand the implications of targeting decisions. This study will put the pieces together and deliver insights on how media and creative decisions contribute to a brand's growth over time'.

Web site: www.ncsolutions.com .