Target's ad metric push

Target's Roundel advertising business executive says advertisers aren't ready to fully rely on incrementality measurement.

Incrementality definition

Incrementality measures sales revenue generated by a campaign versus sales without the ad, often comparing test and control groups.

Adopted by few

Only 8% of Roundel's advertisers use incrementality as their primary performance metric.

Growth focus

66% of Roundel's advertisers say growing sales is their primary reason to invest.

ROAS preference

Advertisers lean on simpler ROAS metric while wanting standardized retail media measurement.

Incrementality benefits

Incrementality helps brands understand if media investment creates new demand or captures existing sales.

“Incrementality is a critical metric because it helps brands understand whether their media investment is creating new demand or simply capturing existing sales”