WARC Talks: Movable middle

Joel Rubinson, president of Rubinson Partners, and Greg Stuart, CEO of MMA Global discuss the movable middle as a new way to target consumers and how it could replace reach as the basis of effective media planning.

Where to listen

Timestamps

00:50 – What is the movable middle? 01:55 – How do you identify who your movable middle is? 03:03 – Why is this important? 05:21 – How is the MMA involved here? 06:30 – What problem are you trying to solve? 10:48 – Marketing to heavy/mid/light buyers. 13:12 – How did you test the principle? 15:28 – Results of test. 16:54 – Is this doing more than bringing existing buyers into the brand? 20:59 – Explaining Beta distribution 23:16 – Responding to the importance of reach 26:16 – I’m an advertiser who wants to give this a shot, how do I start? 32:54 – What type of brand is this most suitable for? 35:31 – Would this work for brands with infrequent rates of purchase? 37:38 – What are the next steps for the research?

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