How CPG Advertisers Can Target Key Audiences to Drive Sales

Viant Technology Inc, a leading people-based advertising technology company, has released new research that reveals the audience most likely to purchase a product after being served an advertisement: an audience segment described as “the Moveable Middle.” Viant, working in concert with market researcher Joel Rubinson, former Chief Research Officer at the Advertising Research Foundation, and Circana (formerly IRI and NPD) conducted research testing the Moveable Middle theory by running three large CPG ad campaigns that leveraged Viant’s people-based programmatic platform and Circana’s consumer-purchase data.

“Given tightening economic conditions and the increasing demands on marketers to demonstrate returns on investment, it is imperative for marketers to run campaigns that are engineered to be efficient and minimize wasted impressions by identifying consumers most likely to purchase a given brand”

The results of the study proved that the Moveable Middle audience consistently outperformed non-Movable Middle audiences, demonstrating up to 14x the sales lift after exposure to advertisements, compared to other key audiences. The Moveable Middle, a theory originally developed by the MMA with the support and collaboration of Joel Rubinson, is the concept that between the audience that is loyal to a brand, and those that would not purchase a brand, there lies an influenceable group of consumers— the Moveable Middle —and this audience is the most responsive to advertising.

“This research presents a tremendous opportunity for advertisers to leverage Viant’s proprietary cookieless technology to directly identify if a target audience is in the Moveable Middle for a given brand, and then execute an omnichannel Moveable Middle targeting strategy measuring true campaign impact and lift,” said Jon Schulz, Chief Marketing Officer at Viant.

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The Moveable Middle is Viant’s and Rubinson’s most recent iteration of research helping CPG marketers understand how to drive the highest return on ad spend (ROAS), after their release of “The Persuadables.” The Persuadables provided a methodology for identifying audience segments that are most likely to make transactions, based on their purchase cycle and willingness to switch brands.

“Given tightening economic conditions and the increasing demands on marketers to demonstrate returns on investment, it is imperative for marketers to run campaigns that are engineered to be efficient and minimize wasted impressions by identifying consumers most likely to purchase a given brand,” said market researcher Joel Rubinson. “Leveraging the notion of Moveable Middle offers a path to realizing this goal.“

Viant’s direct integration with a portfolio of high-value data partners, including Circana, presents opportunities allowing marketers to utilize the Moveable Middle audience in the Viant DSP to execute campaigns that drive ROAS across today’s media landscape.

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