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14min chapter
The Incremental Wave: Riding the Retail Media Tide Mini Series: Part 1 Shining a Light on Measurement (Skye Frontier, SVP, Growth at Incremental)
The CPG View
Understanding Incrementality in Advertising
This chapter provides insights into the concept of incrementality in advertising and its importance in making informed decisions about budget allocation and investment strategies. It discusses the challenges in measuring incrementality in retail media and emphasizes the need for an integrated approach that considers other factors driving consumer behavior. Additionally, it highlights the evolving investment trends in retail media and the shift towards investing a larger percentage of revenue in this digital landscape.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode