thoughts &
notes

Why Planners Must Understand Single-Period vs Multi-Period Optimization A long-established principle in marketing science is that advertising works over time—not just in the moment it appears. Work as foundational as that of Simon Broadbent’s have been educating us about this since the 70s.   (The 4 th  edition of Spending Advertising Money by Simon and Brian Jacobs (1984) covers this research and its impact on media decision-making at the time.) An impression served today ra

In over 20 years of helping brands measure and improve their advertising impact, we’ve found a striking pattern: nearly every brand we’ve...