For decades, the mantra in advertising has been “maximize reach.” The more people you expose to your brand, the better, right? However, new research and a groundbreaking approach from MMA Global suggest that this long-held belief is fundamentally flawed when it comes to maximizing ad effectiveness. The Movable Middles Growth Framework (MMGF) champions a “Moneyballing” approach, proving that targeted precision significantly outperforms broad-reach campaigns and other conventional targeting strategies.
MMGF shifts the paradigm from simply buying the most reach to strategically delivering media weight to audiences with the highest predicted response to your advertising. This “bottom-up process” focuses on the “Movable Middle” – consumers with a 20-80% probability of purchasing your brand – who are 2-23 times more responsive to ads than other segments.
Here’s why MMGF stands out and consistently outperforms traditional approaches:
- Outperforming All Other Strategies: Extensive case studies clearly show MMGF delivering superior results compared to conquesting, broad reach, upsell, heavier category buyers, and brand buyers…. This isn’t a marginal difference; it’s a significant improvement across key metrics like ROAS, account openings, and buyer penetration….
- The Flaw in Broad Reach: The traditional reach-based planning works from the “outside in,” attempting to maximize reach among the largest segment of consumers8. MMGF, however, treats the outer circle as largely unresponsive, a “losing bet,” and focuses on maximizing reach and frequency within the most responsive core. While an MMGF plan might yield about 10 points less reach than a reach plan, it delivers 50% more ROAS and 13% more conversion of non-buyers for the same budget.
- Refuting “Equally Likely Response”: Traditional models often assume all consumers are equally likely to respond to advertising. MMGF proves this wrong, asserting that ad response is a direct function of the probability of buying the brand, which is highest for the Movable Middle and lowest for those with little interest.
- Strategic Allocation: The MMGF approach involves allocating 2-3 times the average spending level to audiences with a high concentration of Movable Middles, funded by reducing spend on non-Movable Middles. This strategic shift, even with just 20-25% of the ad budget, can lead to a 50% ROAS improvement.
MMGF isn’t just another targeting option; it’s a scientifically validated framework that challenges decades of marketing assumptions and provides a superior, more efficient path to growth in a fragmented digital landscape.
Key Takeaways:
- MMGF prioritizes ad spend on the most responsive audiences, outperforming traditional broad reach.
- It offers a “Moneyballing” approach to advertising, focusing on efficiency and impact.
- MMGF generates higher ROAS and conversion rates despite potentially lower overall reach.
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