Rachael Morris says, “Finding out the real impact of display advertising is vital for marketers in their struggle to justify budgets.

However, most are hampered by misleading click & view-based measurements.

However, new developments in programmatic have made it possible to directly credit sales to specific campaigns, leading to truly incremental advertising.

So, how does an incrementality model work, and how can advertisers make the switch?

My previous posts have talked about the advantages and disadvantages of the different ways we measure campaigns.

So, I wanted to take a step back and talk about the point of all these forms of measurement – what are we actually trying to achieve?

The quote that gets pulled out most often on this is John Wanamaker’s (“Half my advertising is wasted…”) and with good reason”.

Could ‘incrementality’ be key to freeing up digital ad budgets?

Econsultancy

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