Season 4, Episode 3: What is advertising incrementality? (with Garrett Johnson)

Mobile Dev Memo Podcast

Innehåll tillhandahållet av MobileDevMemo. Allt poddinnehåll inklusive avsnitt, grafik och podcastbeskrivningar laddas upp och tillhandahålls direkt av MobileDevMemo eller deras podcastplattformspartner. Om du tror att någon använder ditt upphovsrättsskyddade verk utan din tillåtelse kan du följa processen som beskrivs här https://sv.player.fm/legal.

2M ago 40:46

MP3•Episod hem

My guest on this week's episode of the Mobile Dev Memo podcast is Garrett Johnson, an Associate Professor of Marketing at Boston University's Questrom School of Business.

I was delighted to bring Garrett back to the podcast -- we recorded an episode about advertising auctions back in February 2022 -- because his seminal paper on the concept of Ghost Ads deeply informed my understanding of incrementality measurement in advertising, which is the topic of discussion in the episode. In our conversation, we cover:

What advertising incrementality is;
How a marketing team can measure incremental contribution from advertising;
Whether incrementality is truly knowable;
The concept of Ghost Ads;
How ghost ads fit into an advertising workflow;
Whether incrementality measurement necessitates prolonged advertising reaction cycles;
The commercial risks of ignoring or neglecting incrementality measurement.

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

Kayzen. A mobile-first DSP that is built to democratize programmatic advertising.
INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

95 episoder

#Business #MobileDevMemo