Nielsen Catalina Launches Brands Growth Project

US – Ad targeting and consumer packaged goods (CPG) sales data business Nielsen Catalina Solutions (NCS) and Nielsen have established an industry research study to understand the best strategy for building CPG brands.

The aim is to give the ad industry an holistic view of the measures that determine how a brand grows across time, and the importance of each piece of the media mix in a brand’s success. It will try to answer the long-standing question about whether to target existing brand buyers to increase loyalty and maintain share or to grow the brand’s base by targeting light and non-brand buyers.

Partnering with CPG advertisers such as Anheuser-Busch, The Hershey Company and Kellogg, media companies including CBS and Facebook, and industry organisations, NCS and The Ehrenberg-Bass Institute are analysing more than six billion rows of data from 50 brands across three and half years to understand the best strategies for building brands in today’s media environment.

The research will look at who the most likely potential buyers of a product are, and determine how to best influence future purchases using five pillars of advertising: creative, reach, targeting, recency and context.

Read the full article on Research Live.