Re!Think News Bulletin: Timing IS Everything: New Paradigm for ROI Based Media Planning and Evaluation

NEW YORK, March 14, 2016 /PRNewswire/ -- Today at The Advertising Research Foundation's Re!Think conference in New York City, CBS Corporation and Nielsen Catalina Solutions shared a new media planning and evaluation approach -- Purchase-Driven Planning.  This optimizes ROI by comparing television and digital schedules prior to buying the media, to determine which options provide the highest incremental sales lifts.  Additionally, advertisers can determine if their creative is driving sales, and which audience segments are most responsive to it.

Hundreds of campaigns were studied, and the results validated by 28 campaigns.  Two key metrics are foundational to the analyses:  Coverage of Purchases and the Sales Lifts for those Covered Purchases.  This new method builds on the recency theory – with the key difference being that optimizing the weekly reach of purchases at the right time, with effective creative, drives measureable sales results.

This might sound like advertising 101.  However, what is new is that media and creative can actually be optimized using high quality purchase data and the consumer at the center.

About CBS Corporation:

CBS Corporation (NYSE: CBS.A and CBS) is a mass media company that creates and distributes industry-leading content across a variety of platforms to audiences around the world. The Company has businesses with origins that date back to the dawn of the broadcasting age as well as new ventures that operate on the leading edge of media. CBS owns the most-watched television network in the U.S. and one of the world's largest libraries of entertainment content, making its brand — "the Eye" — one of the most recognized in business. The Company's operations span virtually every field of media and entertainment, including cable, publishing, radio, local TV, film, and interactive and socially responsible media. CBS's businesses include CBS Television Network, The CW (a joint venture between CBS Corporation and Warner Bros. Entertainment), CBS Television Studios, CBS Global Distribution Group (CBS Studios International and CBS Television Distribution), CBS Consumer Products, CBS Home Entertainment, CBS Interactive, CBS Films, Showtime Networks, CBS Sports Network, Pop (a joint venture between CBS Corporation and Lionsgate), Smithsonian Networks, Simon & Schuster, CBS Television Stations, CBS Radio and CBS EcoMedia. For more information, go to www.cbscorporation.com.

About ARF:

The Advertising Research Foundation ("The ARF") is an organization dedicated to creating, curating, and sharing objective, industry-level advertising research. ARF provides members with unique, research-based insights to make true impact on their advertising and build marketing leadership within their organizations. Founded nearly 80 years ago, The ARF's members today include more than 400 leading brand advertisers, agencies, research firms, and media-tech companies. Together, we challenge conventions and discover new, actionable insights through objective research at scale.

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SOURCE The Advertising Research Foundation