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:

• Mobile Ad Fraud is amongst the top three challenges facing Vietnamese advertisers, who think they are not spending enough to combat the problem compared to the industry average.
• The main cause is believed to be the lack of disincentives and penalties against the problem, as well as the lack of transparency due to the complex web of middlemen.
• Vietnamese advertisers believe that they are most vulnerable towards traffic fraud whilst some claim to have been to be able to eliminate ad fraud of such categories.

Out of Home & Mobile Compendium

Urbanity and mobility are increasing and changing media usage to a large degree. The greatest beneficiaries of this development are Out of Home (OOH) and Mobile, which, according to the OMG Preview Monitor, are the sectors with the biggest opportunities for growth in 2019. This creates new communication challenges and opportunities for companies and brands.