Measured, the most trusted technology for independent media incrementality measurement, announced the availability of a free Incrementality Calculator for marketers to understand the potential impact of shifting advertising budgets across online and offline media channels.
“Especially during an ongoing global crisis with far-reaching impact on consumer behaviors, marketers need reliable insights for planning investments and forecasting results,” said Measured CEO and co-founder Trevor Testwuide. “Measured helps brands understand media incrementality to inform smarter cross-channel media investment decisions.”
Read More: Social Media And Augmented Reality Creating A $13 Billion Industry
Measured empowers its customers to focus on the media channels and tactics that drive customer acquisition based on incremental metrics. The Measured platform handles data management and continuous data-quality validation to inform accurate and trusted measurement across dozens of platforms and channels, including OTT, Facebook, Snap, TikTok, YouTube, direct mail, retargeting, search, display, email, TV, and affiliate. The new Incrementality Calculator allows brands to experiment with different values to determine what combination of budget allocation will be most cost effective.
Brands can input media spend and platform-reported last-touch metrics for Facebook, Search and YouTube into the calculator to observe how their current portfolio view would change if incrementality were applied. The tool was designed to educate users by comparing their last-touch publisher-reported metrics to incremental metrics. The output delivers an incrementality score and suggested action based on the inputs.
Read more: How AI is The Key to CPG Growth Amidst Channel Blurring