For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that digital advertisements are most effective right before a consumer is about to buy a product.

Joel Rubinson, MMA’s attribution SME & former Chief Research Officer at the Advertising Research Foundation, Nielsen Catalina Solutions, and Viant partnered to test this theory against three ad campaigns for three popular CPG brands.

Key Findings:

Cost Per Visit (CPV) is a new metric that marketers – particularly retailers – should pay attention to, as it is an innovative way to use location data that connects media directly to store visits.

That’s why the MMA, in partnership with GroundTruth, have produced a new Master Class paper, “Cost Per Visit: A Metric for the Future of Location Data,” which is downloadable at right.