From accountability to incrementality

Date of publication: September 15, 2020

Company: Google

Author: Minh Nguyen

Abstract:

Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness - incrementality, we have to move away from the long-accepted methodology: pre vs. post-campaign or non-exposed vs. exposed. For this presentation we will redefine ad measurement and demonstrate how we measure it at Google with examples.

Minh Nguyen

Author

This is a long description of some author details.

This could also be of interest:

Videos

Research Papers

Research Papers

  • PDF
A note on the application of motivation research in a modern advertising agency Authors: Graeme Cranch
A note on the application of motivation research in a modern advertising agency (French) Authors: Graeme Cranch
Activation Authors: George Gallup
Determining goals in research Authors: Shirley A. Star
A new approach to the evaluation of advertising themes Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil
A new approach to the evaluation of advertising themes (French) Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil
Advertising research Authors: Enrico Zanelli
Advertising research Authors: Sander de Leve
Advertising research (French) Authors: Enrico Zanelli
Advertising research (French) Authors: Sander de Leve