Brand Tracker

Welcome to the automated Brand Tracker diaries.

United States

Target Is Pitching an Ad Metric to Drive Sales, But Most Brands Aren’t Fully On Board, Exec Says

Brand: Target

Campaign: Incrementality Measurement

Source: https://www.adweek.com/commerce/target-is-pitching-an-ad-metric-to-drive-sales-but-most-brands-arent-fully-on-board-exec-says/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=2

Goal: Encourage advertisers to use incrementality to measure retail campaigns

Summary: Target's Roundel advertising business is promoting the use of incrementality as a key metric for measuring the effectiveness of retail campaigns. Despite this push, only a small percentage of their advertisers have adopted this metric as primary, highlighting a gap in readiness among advertisers to fully embrace this measurement approach.

Global

Target Is Pitching an Ad Metric to Drive Sales, But Most Brands Aren’t Fully On Board, Exec Says

Brand: Target

Campaign: Incrementality Measurement

Goal: Encourage advertisers to use incrementality for measuring campaign performance

Claim: Only 8% of advertisers are using incrementality as a primary metric

Summary: Target's Roundel advertising business is promoting the use of incrementality to measure the effectiveness of retail campaigns, although only a small percentage of advertisers are currently adopting this metric. During an event in New York, Shawn McGahee highlighted the challenges of getting advertisers to fully embrace this approach.

advertising incrementality retail