Assessing the True Incrementality of Retail Media Sales
· 1h ago · Originally reported by InternetRetailing
The article discusses methods for determining whether sales attributed to retail media campaigns are genuinely incremental, rather than simply shifting existing demand. It explores measurement strategies and challenges in proving that retail media drives new purchases.
Why it matters
Understanding incrementality is crucial for advertisers to justify investment in retail media and ensure their campaigns are generating real growth, not just reallocating sales.
Explain it like I’m new here
It's like checking if putting up a new store sign actually brings in new customers, or just moves regulars around.
Read the original at InternetRetailing
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Incrementality
Incrementality is the extra result, such as sales, installs or visits, caused by advertising that would not have happened without it, usually measured by comparing exposed and unexposed groups.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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