Historically, native advertising has been viewed as a mid-funnel strategy. This is because when measuring if your ads are driving bottom-funnel activity, marketers have to account for an element of human behaviour, it’s not as simple as looking at click-through rates.
The impact your native ads have on bottom-funnel metrics is a measurement all marketers want, and with an innovative concept known as “incrementality”, you’ll be able to deliver those metrics.
What is incrementality?
Incrementality gives you insight into whether your ads impact signups or purchases by using a test vs. control format to compare results from a group of people who were shown an ad, and a comparable control group that did not see the ad. Incrementality testing will give you insight to how your customers were acquired; either as a result of the ad, or independent of the ad.
Why should I use Creative Incrementality?
Incrementality testing can lead to better decisions by marketers when it comes to their media investments. The results of Creative Incrementality help to identify which tactics were most effective. When you can tie business results to your native ads, you’re able to optimize your budget by allocating ad spend to have the most impact.
With native advertising playing a large role in driving users to blogs and other content experiences, measuring ROI of your campaigns through bottom-funnel metrics is an effective way to validate both your content marketing strategy and native advertising efforts.
How can I get started with Creative Incrementality?
With StackAdapt, you can start incrementality testing in 3 simple steps:
- Upload your creatives
- Set one as a control
- Determine the percentage of the audience you want to serve each ad to
Once your Creative Incrementality campaigns are live, dashboard reports provide the performance metrics for each ad creative!
With all the insights you’ll gain from using Creative Incrementality, you’ll be able to answer the question that all marketers are asking “Does your ad spend actually result in new customers?”.
Contact your StackAdapt representative to learn more.
Not a StackAdapt customer? You’ll definitely want to be now – see StackAdapt Creative Incrementality (and so much more) in action.