Previous NCS research revealed creative was the most influential portion of an advertising campaign and landmark Project Apollo study found creative accounts for 65 percent of a brand’s sales lift.
NCS wanted to know how to pair good creative with well-timed advertising for optimal effectiveness. Working with Viant, NCS designed a study to test Recency Theory, which posits consumers are most persuadable right before they make a purchase.
The study confirmed Recency Theory, finding that advertising is most effective when delivered just before a consumer makes a purchase decision. NCS developed an audience-targeting methodology to identify such consumers, which we call The Persuadables.
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