Which advertising elements have the most impact on incremental sales?

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The advertising industry has experienced significant disruption over the last few years. In CPG, technology advancements like artificial intelligence and machine learning allow brands to understand much more about consumers and their purchase behaviors. The pandemic also upended traditional shopping patterns.

In this new release, NCS analyzed almost 450 CPG campaigns to identify which advertising elements have the most influence on incremental sales. Although this analysis doesn’t dive as deep as the original, the findings about the five keys (creative, brand, targeting, reach and recency) are meaningful. This top-line analysis will provide brands with valuable insights they can use to evolve their advertising approach to drive even more advertising effectiveness.
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