Growth / Media

translated from German Now it is about creating the conditions for advertisers to manage their investments in a transparent, comparable and impact-oriented way.

Jetzt geht es darum, die Voraussetzungen dafür zu schaffen, dass Werbungtreibende ihre Investitionen transparent, vergleichbar und wirkungsorientiert steuern können.

how do we actually know our media spends are driving incremental sales, and not just taking credit for sales that would have happened anyway? ... When media budgets themselves are constrained, the pressure to prove every dirham/USD is working incrementally goes up, but the room to run proper experiments goes down.

We’re testing how retailer data and media can work harder at other parts of the consumer experience, making sure it’s cost effective as part of the wider marketing mix.

Even with Amazon, it is really hard to connect your marketing activity through to sales and product availability,

translated from German We have a latent fear of still losing customers very far down the funnel.

Wir haben latent Angst davor, Kunden sehr weit unten im Funnel noch zu verlieren

I’ve had the version where the CFO puts their head round the door, the version where it’s three lines in an email with four people copied and the version where it’s been a long and bloody battle.

We had evidence that this was the natural next step, so it didn’t feel like a jump in the dark.

[show notes] "[speaker] explains splitting the UK into four regions with broadly similar population and digital revenue to test different mid- and upper-funnel strategies with Nest Commerce across Meta, TikTok and YouTube. All areas with additional top-of-funnel spend outperformed a control."

Every channel has a return-on-investment number, and we want to be able to invest in the channel until the marginal ROI falls negative.

translated from French We have moved from mass coverage that we simply 'put up with' to coverage driven by efficiency, where every euro invested can now be traced through to store traffic.

Nous sommes passés d’une couverture de masse « subie » à une couverture pilotée par l’efficacité, où chaque euro investi est désormais traçable jusqu’au trafic en magasin.

It was particularly insightful to hear how different organisations are tackling one of our industry's most persistent challenges: accurately measuring the true incremental impact of initiatives such as geo-testing and above-the-line (ATL) brand-awareness campaigns.

For [company], as an app-first business investing heavily in performance media, we wanted to understand how much of our growth was genuinely being driven by Google’s Universal App Campaigns (UAC) for Installs - and not activity that would have happened anyway. ... Identifying a ‘clean’ testing window - with no overlapping geo-targeted campaigns that could distort results - was almost …

One of the greatest things we have been one of the first month to implement a user data matching in Google Ads, just because HiTage allowed us to have a latest API connection and everything very, very quickly.

It runs bi-weekly and the performance marketing team uses it as a core tool for budget allocation decisions, with impact measured in the millions of dollars.

If you're not able to act upon it, what's the point? Measurement can very often be a retrospective thing.

Together, this is helping us move from multiple “sources of truth” to a more joined-up, actionable view of performance.

The main expectation over a MMM study is that it tells us exactly how to invest the budgets - and this is exactly what these insights should not do.

You can end up with silos, where different teams are using different metrics or frameworks, and there isn't a single, consistent view of effectiveness across the business.

I couldn't confidently answer the simplest question: which campaigns are actually driving revenue?

"We've had creatives Meta flagged as our best performers ever, pulled them into a third-party attribution tool, and they were driving basically nothing... the moment you start making big budget decisions based on them alone, you're optimizing for a simulation."

"The more touchpoints you add, the more that you mix online and offline, the more that you're looking at longer-term activity, the more complicated it gets." - Steve Seddon, CMO, ICE Travel Group. "For short-term measurements, from a last-click perspective, it's good."

[show notes] "Move beyond platform-native reporting and make attribution decisions you can defend internally... they unlocked +19.7% more revenue and a >500% RO[I]."

translated from German For us it is important to be able to make decisions faster, on a sounder basis and across channels.

Für uns ist es wichtig, Entscheidungen schneller, fundierter und kanalübergreifend treffen zu können.

translated from Spanish We have set up a very tight control system, because we have a very, very large account and we need, through scripts and automated rules, to control all the keywords that keep appearing or the landing pages the AI relies on

Hemos establecido un sistema de control férreo, ya que tenemos una cuenta muy, muy grande y necesitamos a través de scripts, reglas automatizadas, controlar todas las keywords que van apareciendo o las landings en las que se basa la IA …

"How do we get more out of our brand tracking? How do we transform it into more than just numbers that we are putting into some kind of scorecard on a regular frequency and into something that can really help guide the business?"

Anyone outside your target audience you don’t really pay for, while on digital you pay for every single impression, even if it isn’t on target.

Search behaviour is evolving; core category terms that drove huge traffic are no longer performing, even when rankings haven’t changed,

translated from Spanish The main gap we have is integrating the data we get from the different media into a single source. Today, in the vast majority of the campaigns we run at [company], we use several different media, and

La principal carencia que tenemos es la integración de los datos que obtenemos de los diferentes medios en una sola fuente. Hoy en día, en la gran mayoría de las campañas que hacemos en [company] usamos varios medios distintos, y …

"This happened the other day... our PM tool made an update that disconnected the connector and changed the way both tools talk to each other. And it dawned on me... this will keep happening. Both sides can open, and close their gates at any time, making one break and the other helpless."

translated from Turkish Now, by extending this partnership to media planning and buying, we are moving it to a more integrated, more agile and more measurable stage.

Şimdi ise, bu ortaklığı medya planlama ve satın alma alanına taşıyarak daha entegre, daha çevik ve daha ölçülebilir bir aşamaya taşıyoruz.

We’ve reached a point where we can move quicker, we can have more control, we can have our own accounts,