Category : In-House Advertising

Start measuring incrementality

Incrementality: 5 Steps to Get Started [Infographic]

How much revenue does your brand generate when it spends money on advertising compared to when it doesn’t? This is a critical question for any brand, and the answer lies in incrementality. In short, incrementality is calculated as the difference in revenue between two groups: those assigned to a treatment group (who see ads) and those in a holdout group (who do not see ads). This difference reveals the additional revenue generated directly by advertising. Related post: Grow Revenue Profitably […]

Blockchain, Ads.txt, GDPR

Overrated or Underrated? Apple ITP, Ads.txt, Blockchain and Other Ad Tech Topics

Even for an industry accustomed to game-changing trends and shifts in strategy, the past few months have been rife with potentially disruptive forces in ad tech. But the keyword is “potentially” because some are getting too much attention while others are being underestimated. Apple ITP (Intelligent Tracking Prevention) The lowdown: Apple recently introduced “Intelligent Tracking Prevention” as a part of its Safari browser release, now blocking the ability to send cookies to third parties determined to be “trackers.” The Verdict: […]

CMO’s Guide to Remarketing on a Fragmented Internet [Ebook]

There’s no better way than remarketing to engage with potential customers who have abandoned a shopping cart or left your site after browsing. But as powerful media companies fragment the internet into walled gardens, successful remarketing has become a challenging endeavor for brands. From the perspective of a marketer, there are now “three internets”: The Google internet, the Facebook internet, and the open internet. Shoppers may not even know they’re moving between internets, but marketers must know because each internet […]

Programmatic In-House

In-House Programmatic: Why More Brands Are Managing Advertising Themselves

Last fall, Sprint created an in-house digital ad agency, signaling a major shift in the company’s programmatic advertising strategy. At the time, I thought, “There goes another one.” A major brand trying to become more nimble, gain control of the ad buying process and save money – during a time when confusion and frustration is mounting in digital advertising. I was encouraged by Sprint’s move, but not surprised. They’re not the only company taking this route. Unilever created in-house content […]

Retailers ignoring incrementality

U.S. Retailers Are Leaving $5B on the Table [Infographic]

Yes, you read that right: five BILLION. By ignoring incrementality, U.S. ecommerce advertisers are sacrificing revenue and profit from their digital advertising in a big way. Related post: Retargeting Done Wrong: Marketers Sacrifice Revenue with Flawed Approach The infographic below tells the story of how online retailers can measure their advertising more effectively and grow revenue by optimizing their advertising for incrementality. How much growth, you ask? About a 200% increase over and above existing revenue. This story starts with […]