AdExchanger
7 months agoMarketing
Setting Up Effective Incrementality Testing For TV and Radio Campaigns | AdExchanger
Incrementality testing can help measure the effectiveness of TV and audio ads by comparing the behavior of a treatment group that receives the ad to a control group that doesn't.
Consistency in audience composition, appropriate lag windows, and consideration of campaign versus individual placement incrementality are important factors in conducting incrementality testing.
Geo holdouts, matched market tests, split-cable tests, streaming service studies, and addressable TV tests are five basic techniques for evaluating incrementality in TV and audio. [ more ]