MAY 11, 2021
With the upfront season in full swing, how can advertisers reach streaming audiences? Natalie Bastian, vice president of marketing at Tubi, and Rimma Kats, editorial director at eMarketer, discuss how incrementality in streaming can help bolster linear investments.
FEB 11, 2021
Still, using some type of experimentation process to test incrementality is gaining traction, and virtually all of the experts we spoke with for this report discussed its importance as a way of continually refining MMM and MTA models. “Where we're spending a lot of our time providing our clients guidance is on incrementality testing,” McAndrew of Mindshare said.
MAY 12, 2021
This allows for the planning of media budgets, as well as a better view of incrementality than multitouch attribution alone can provide. Achieving holistic attribution is more a journey than a goal: Measurement is about getting closer to the truth through data but recognizing it will never be perfect. It also involves overcoming a host of challenges:. Data quality and infrastructure.
FEB 3, 2021
Brands need to adopt a holistic approach that measures beyond the last click and accounts for incrementality, whenever possible. Both elements are essential given that social commerce’s promise is based on discovery. “If we were measured only on last click, we would lose compared with other platforms,” Pinterest’s Lurie said.
NOV 23, 2020
“The new-to-brand metrics from Sponsored Brands on Amazon allow them to measure the incrementality of this type of advertising, making this type of upper-funnel advertising very appealing compared with more traditional upper-funnel advertising.”.
FEB 24, 2020
“When you focus on incrementality, you start to see the customer experience as no longer being measured at a channel level or an audience segment level,” Neustar’s DeBlasio said. “It’s being measured at a journey level. And it allows you to understand whether a person is influenced based on a particular point in time, touch or contact.”. For most, email must be a top priority.
FEB 24, 2021
Incrementality is often investigated through experimentation, using test and control groups.
JUN 6, 2019
“We can see the incrementality of the actual journey and the peaks and valleys within that journey to understand which combination of channels and messaging is going to increase incrementality for the user,” DeBlasio said. “And for the tactics that are doing nothing for your business, let’s not buy those impressions.”.
MAY 9, 2019
Our two-part attribution series focuses on holistic attribution. It explores best practices for implementing attribution at the organizational level and balancing channel- and company-level KPIs.
SEP 22, 2020
“You have two groups of digital marketers,” said Maor Sadra, CEO and co-founder of incrementality testing platform Incrmntal. “There are the ones who are really trying to figure out how we can continue doing what we have been doing, and then the ones who were like, ‘Oh, cool. There's a new opportunity. We just need to learn how to adapt to that, and that's it.’
JUL 18, 2019
Eyes on Incrementality. The most advanced marketers are beginning to consider frequency of messaging in light of incrementality. That is, they’re going beyond the question, “Is serving an ad to this user likely to result in a conversion?” to ask instead, “Is serving an ad to this user likely to result in a conversion that wouldn’t have occurred without this impression?”.
JUN 23, 2020
MAR 17, 2020
How to reliably unify your traditional, digital and TV campaigns—and better understand incrementality, propensity and performance. How to accurately measure the customer journey, segmentation and activation. How to leverage frequency and reach of ad exposures across all channels. PRESENTERS. Marc Vermut is vice president of marketing solutions at Neustar.
JUN 11, 2019
NOV 5, 2019
“As advertisers we need to, more than ever with retail media networks, pay attention to the actual incrementality of the advertising campaigns we launch. To do this, it’s helpful to have insight into overall sales to compare with ad-induced sales.”. When brands get visibility into the incremental gains of their ad spend, especially when they outperform other channels, budgets tend to follow.