When is the best time to deliver advertising?

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.