What is incrementality testing?
Why is it important?
Measuring incrementality allows you to more accurately identify the impact of any given marketing initiative, providing a better understanding of what advertising tactics are the most effective, how to reach desired audiences more efficiently, and what is worth investing in.
Success factors for audiences
Audience splits are typically created through randomization or match market (geography).
The important part in creating these audiences is making sure that they are balanced and that the difference can be attributed to solely the media.
What are the types of tests Quantcast can run?
Once you’ve determined your audience methodology, the testing can happen through one of the following ways:
- Public Service Announcements (PSA) Incrementality: Based on balanced groups, branded ads are served to a portion of the audience, and PSA ads are served to another portion of the audience. The difference in conversions can then be attributed to the media.
- Holdout Incrementality: Based on balanced groups, a portion of the audience receives branded messaging, while the other receives no messaging. The difference in conversation can then be attributed to the media.