Could ‘incrementality’ be key to freeing up digital ad budgets?
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.
Rachael Morris
Why chasing after 100% viewability makes no sense for advertisers
Over the last couple of years, viewability has been a key rallying point for advertisers looking to get more value from their programmatic spend.
The IAB announced a standard of 70% viewability, but some advertisers say anything under 100% is not acceptable.
Disproving the myth about display clicks & conversions
The belief that people who click display adverts are the ones who convert is a popular one but in fact the complete opposite is true – clickers are actually less likely to convert.
The notion that clicking and converting must be related is highly intuitive which is probably why the theory’s proved incredibly persistent.
Using programmatic to join up the customer journey
Consumers often receive multiple messages from the same advertiser with no acknowledgement of previous engagement, so what could happen if people received ads in order, with each one building on the last interaction?