Target's Roundel: only 8% of advertisers judge on incrementality.
Target's retail media arm Roundel has pushed incrementality, the sales an ad adds beyond what would have happened anyway, as the right metric. At a New York advertiser event, a Roundel executive said only 8% of its advertisers use it as their main measure.
لماذا يهمّك
Retail media budgets still run on easier metrics that can overstate what ads really add.
أخبار رائجة ذات صلة.
الإعلانPublicis aims to cut manual tasks by a quarter with AI
On its Q3 call, Publicis said AI agents should remove about 25% of manual, repetitive work. Unlike rivals cutting staff, Arthur Sadoun says the group keeps hiring and is giving over 90% of its 114,000 people AI tools.
لماذا يهمّكHolding companies now split on AI: fewer people at some, same people doing higher-value work at Publicis.
الإعلانRed Bull teams up with Al Ain Club, arriving by paramotor
Red Bull opened its partnership with UAE football club Al Ain by flying paramotor pilot Dimitris Kolliakos into the stadium. The deal centres on performance, scouting and youth development, using Red Bull's academy experience.
لماذا يهمّكA sponsorship built on talent development and a launch stunt, not just a logo on the shirt.
الإعلانGoogle Ads تتيح للمعلنين وضع سقف لإنفاقهم على شبكتي Display وSearch Partners
باتت حملات Search وShopping وPerformance Max قادرة على منح شبكتي Display وSearch Partners أولوية منخفضة، وتحديد سقف لهما كنسبة من الميزانية اليومية قد يصل إلى الصفر. لكن Google لا تتعهد إلا ببذل أقصى جهد، ويصل الدعم عبر API لاحقاً.
لماذا يهمّكتحكّم أكبر في المساحات الإعلانية منخفضة الجودة، وإن كان السقف لا يشكّل ضماناً قاطعاً.
