Cross-Platform Marketing should be the go-to strategy for all brands. TV, Influencers, OOH, In-Game, and of course, Digital.

Advertisers often would say: "We tried TV but it didn't work". But the "why not?" got our attention: "we don't know how to measure" or worse: "we really don't know!"

We thought it was our duty to look into what a successful cross-platform marketing strategy should look like and more importantly how do you know if it's helping you reach your KPIs: How do you measure the success of a full cross-platform marketing strategy?

If Coca Cola cut their $4bn marketing spend to $0. Would their sales also go down to 0 ?
Ground truth experiments to measure incrementality are BS.

We wrote about our research and model development in this eBook

Creating a Synthetic Ground Truth to Measure Marketing Performance
(When the ground isn't flat)

Digital Advertising grew from $0 to $400,000,000,000 in less than 25 years.
Advertising went from Print, to Banners, to Popups, to Email, to Social, to Video, to Playable Ads, to Cross Platform Experiences.

Measurement, on the other hand, has barely changed.

This is why we decided it’s time to advance, time to evolve.
It's Evolution, Baby!

Why Incrementality Now?
Background to tracking, attribution, and changes in regulations around privacy made by Apple and Google.

Old School Incrementality Testing:
Randomized control group, surveys and panels, blackout and partial blackouts.

Continuous Incrementality:
What methods can marketers use to understand the value of their marketing spend without being forced to stop advertising.

Go through the History of Identifiers:
UDID, IMEI, AdTruth ID, Mac Address, Android ID, IDFA. Identifiers changed through the short history.

IDs Fueled the App Economy:
When the fuel runs out, everything is impacted. Device Graph, retargeting, tracking & attribution

POST ID Measurement:
Learn about how measurement looks like with no user level tracking available. Learn about Media Mix Modeling, Incrementality testing