Improving ad performance with the 3Rs:Optimizing Reach and Resonance to heighten Reaction

Randall Beard

This presentation provides recommendations for improving advertising performance. It covers the recent shifts in the media landscape - digital, fragmentation and innovation - and the struggles that clients are having in trying to optimise advertising.
It recommends the "3 R model" to improve performance, which functions by optimising Reach and Resonance to earn the best Reaction. The recommended tactics include optimal allocation, buyergraphic planning and real-time optimisation....

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