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Videos

From accountability to incrementality

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 -...

Catalogue: Insights Festival 2020
Author: Minh Nguyen
Company: Google
September 14, 2020
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Citation

Nguyen, M. (2020a, September 14). From accountability to incrementality. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-accountability-to-incrementality


Videos

Deconstructing the media market, constructing a new way to measure ad efficiency

In today's world it is well known that information comes from many different sources, simultaneously and in very different formats. In this context advertising can no longer be considered as one homogeneous platform, but as a separate unit within a...

Catalogue: Insights Festival 2020
Authors: Gerardo González, Miguel Anaya, Pamela González
Companies: Netquest, The Nielsen Company, Facebook
September 14, 2020
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Citation

González, Anaya and González (2020a, September 14). Deconstructing the media market, constructing a new way to measure ad efficiency. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/deconstructing-the-media-market-constructing-a-new-way-to-measure-ad-efficiency