This Year, Brands Will Seek Out Incrementality

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As networks, publishers, and agencies continue to shift to guarantee business outcomes in ad deals (a trend that began earlier in 2019), the concept of “incrementality” will emerge as a key issue for marketers in 2020.

Advertisers today have an incredibly difficult time distinguishing between those exposed to ads who were already going to visit the store (the natural effect, driven by intent and brand identity) vs. those who visited because of that exposure (the incremental effect, driven by ad sensitivity). Quite understandably, we want to know if our advertising campaigns actually work in changing consumer behavior in our favor.

Why Real-time Geofencing Is a Missed Marketing Opportunity for Brands

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Many marketers are focusing too exclusively on the simplest form of location data. Geo-fencing severely limits the potential of location data and also the reach of a digital campaign.