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Tag : incrementality

Retargeting emotions

The 4 Stages of Retargeting Emotion for Consumers

With US digital advertising set to reach $107 billion in 2018, consumers are accustomed to seeing a steady flow of online ads. But that frequency has become an issue for consumers who feel inundated with retargeting ads from brands they have no interest in — or from which they’ve recently bought products. In fact, in a recent Nanigans survey 77% of consumers said they feel like they see too many retargeting ads from the same retailer. Related post: U.S. Retailers […]

What CMOs are discussing

Survey: CMOs Prioritize Data Privacy and AI, Support Ad Tech Consolidation

Our recent research on the state of retail marketing revealed that CMOs and marketing VPs are juggling a mix of organizational challenges, increased pressure to prove ROI, and shifting market forces. When setting their agendas, retail CMOs are discussing the following topics, according to our survey of 100 retail advertising decision-makers and an accompanying report titled The Retail CMO Pulse Check. Data privacy (58%) and artificial intelligence/machine learning (53%) are the top priorities for retail marketers — regardless of a company’s […]

Measuring advertising lift

Ecommerce Brands Should Take Measurement Notes from the TV Industry

Ever since the world’s first banner ad, in 1994, asked users to click “right here,” clicks have been the default measure of ad success. But clicks, it turns out, are a poor indicator of whether an ad drove sales. A consumer may have seen 10 digital ads before purchasing, but 100% of credit goes to the last ad clicked. Multi-touch attribution — an alternative to “last click” that awards a value to each digital ad a consumer sees — is […]

Ecommerce audiences incrementality

Navigating the 3 Ecommerce Audience Types

Brands that focus their ad retargeting spend on consumers who are predisposed to purchase or continue retargeting to customers who are no longer interested in their products ignore the nuances of ecommerce audiences. That fact is: A strong majority of your website’s audience doesn’t want or need to see retargeting ads. They’re either already a consistent buyer of your brand’s products or they’re no longer interested in you, at least for the time being. Related post: From Attribution to Incrementality […]

Incrementality ROI

Overstock.com: ‘If Advertising ROI Is Not Incremental, It’s Just a Number’

The acronym ROI (return on investment) gets tossed around a lot in advertising, but many ecommerce brands are still mistaking causation for correlation when it comes to ROI. Related post: Marketers Are Sacrificing Billions in Revenue by Not Optimizing for Incrementality They often measure returns by looking at how many consumers viewed or clicked on their ads and how much money came back via purchases, regardless of how many sales would have occurred without the advertising in the first place. […]