ExchangeWire Examines How Much of Singles' Day Sales Are Truly Incremental
· 2h ago · Originally reported by ExchangeWire
ExchangeWire's Charlotte Mceleny explores the 11.11 (Singles' Day) shopping event and questions how much of the sales it generates is genuinely incremental versus merely shifted in time. The piece considers the role ad tech plays in driving and measuring the annual shopping phenomenon.
Why it matters
For advertisers pouring budgets into mega shopping events, understanding whether ad spend creates new demand or just discounts existing purchases is key to judging return on investment.
Explain it like I’m new here
It's like asking whether a big sale made people buy more stuff, or just convinced people who were going to buy anyway to do it that day.
Read the original at ExchangeWire
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