Incrementality measurement may be a sound methodology, but online ad platforms are not really bringing a steady river of new-to-brand customers with their incrementality-based solutions.
Wonder Group, a restaurant tech and meal delivery company, snapped up Blue Apron in 2023, Grubhub a year later, then Tastemade earlier this month. Tastemade brings new capabilities, says Wonder Chief Growth Officer Daniel Shlossman. But it’s an important step in the company’s plan to become a 360-degree advertising player.
AI and machine learning services have come a long way in the past couple years, and these changes have introduced a whole new vocabulary for marketers trying to get a handle on how products like PMax work.
Brick-and-mortar retail is blowing it – and their efforts were on full display at the NRF’s Big Show in New York City last week.
Retail media and tech platforms now represent a return to agency scale dynamics. The proposed Omnicom and IPG merger is the latest example.
Here’s an uncomfortable question for any data-driven advertiser: Is there a good way to measure and attribute marketing campaigns?
Most retailers are long past withholding their shopper data from programmatic tech. They prefer the low-hanging fruit. But was that a good decision?
Wonderful hadn’t done an out-of-home (OOH) marketing push in more than 15 years. That is, until a week ago, when it began a campaign across six major markets to promote its new no-shell pistachio packs.
Digital-native brands need to figure out how to win in retail shelves. They’re finding it difficult, to say the least.
Incrementality is a retail media term for attribution. It’s the attempt to measure the actual contribution of advertising to a business’ bottom line. But in a market where everything old is new and everything new has been done a thousand times, it’s important to focus on other kinds of incremental gains.
