Measured

What’s warm and sunny all over and starts in 11 days from now? eTail West in Palm Springs! It’s time to get your meeting calendar in order and make plans for dinners and meet-ups with friends and colleagues – and don’t miss the chance to connect with the Measured Team, including Will Post and Ali Scullion. Take a moment today to book some time with us, and we’ll see you in the desert! https://lnkd.in/erbbBfci

Are synthetic controls just table stakes when it comes to geo testing? One of the most important – and complex – components of geo testing is market selection, where the test and control geographies are identified. While Measured has been using synthetic control markets in all our geo tests for nearly 4 years, it's only one aspect of the market selection process and it does not guarantee success. But what exactly is a synthetic control, you ask? Here’s the only primer you'll ever need on optimal market selection practices, explaining why synthetic controls alone aren’t enough, and why geo testing requires representative market selection: https://lnkd.in/egKURWq3

$9.8 trillion. That’s GenZ’s global value as the world's most powerful and influential generation, and they continue to redefine social commerce, influencer marketing, and shoppable media. Is your retail strategy keeping up? In a sea of digital adoption, hyper-personalization, omnichannel retail, AI advancement, and transitional headwinds – Shoptalk is your lighthouse. The most important event in retail is fast approaching and Measured is a sponsor. Bake some meeting time into your Las Vegas schedule and let’s sit together and talk through some of your media measurement challenges, your goals for engaging GenZ, and how we can help you make media investment decisions with greater confidence: https://lnkd.in/e8eMYEXq

Ever wonder how incremental Facebook Prospecting is to your business? If platform reporting numbers look too good to be true – there's a good chance they are. That was the case for premium cookware brand Made In. The marketing team suspected that Facebook performance data was unreliable and subject to over-indexing. They needed a way to not only test the true incremental lift of their media, but to quickly identify actionable budget changes that would deliver the efficiency they needed to scale spend. Read the full case study to see the results and learn more: https://lnkd.in/exe2DVUW

We're looking for an amazing Product Management Leader with proven SaaS success in MarTech/AdTech to join our dynamic and People centric team at Measured. Come join the fun!

Will CTV will be the darling of 2025? 🤔 As brands try to squeeze the most out of every ad dollar, 65% percent of marketers classify CTV as a major performance channel, and 52% use it to drive key metrics like web visits and revenue, based largely on CTV’s ability to provide better measurement data than linear TV. (Advertising Week and MNTN) We took a look at Measured’s platform data across our portfolio of brands, and in 2024, allocation to CTV/OLV was up 6.2% versus the prior year, making up 19.4% of media investment. That means on average, during that period, incremental ROAS(i) for CTV/OLV was $2.56, compared with: - $2.10 for Meta Prospecting - $2.38 for Meta Advantage Plus - $2.43 for Google Performance Max - $1.26 for TikTok Prospecting Key takeaway? CTV/OLV is one of the best opportunities for further scale, particularly for upper funnel activities, which is where we partner with brands who need justification to shift their dollars into new areas that will drive growth.

Interesting Fact: Media Mix Modeling (MMM) has been a cornerstone of marketing measurement for more than 40 years. Major consumer packaged goods (CPG) companies such as Procter & Gamble and Unilever were pioneers in using statistical methods to understand the effectiveness of their TV advertising spend. With the advent of computer systems in the 1980s, MMM became a more widely adopted practice. While MMM has evolved to remain relevant despite the rapid changes in media formats, advertising channels, and consumer behaviors, it lacks the speed and precision needed for today’s dynamic, data-driven decision-making. Understanding these limitations is crucial for marketers who want to take back control of their ad spend in 2025 with a more modernized approach to MMM. Learn why traditional MMM falls short and all about the future of MMM: https://lnkd.in/egjwmFdG

Did you know that Palm Springs has been a favorite hideaway for celebrities since the 1920s? The studio system had a “two-hour rule” in place for its top talent, meaning they couldn’t live farther than two hours from set. This made the desert oasis an ideal compromise for some of the biggest celebrities in history. Now it’s the playground for one of the best marketing and advertising events of the year! Join the Measured team, Will Post and Ali Scullion, in Palm Springs at eTail West this February and catch up on some of the hottest trends in media measurement. Let Measured make 2025 a winning year for your retail brand! Book some time today: https://lnkd.in/erbbBfci

Are you asking the right questions when shopping around for a measurement vendor? Choosing the right partner is a high-stakes decision. Many vendors still rely on outdated attribution methods that don’t account for today’s fragmented media landscape. The key to success? A future-proof, holistic approach that combines Media Mix Modeling, incrementality testing, and platform data for a single, reliable source of truth. Before investing, make sure you're asking the right questions. From methodology and automation to expertise and security, we’ve outlined the must-have criteria for evaluating your next measurement partner: https://lnkd.in/epG3_qhX

The Supreme Court has spoken – and it’s not looking good for TikTok. Today, the Justices unanimously upheld a law requiring TikTok’s China-based parent company to divest from the app, setting the stage for the ban to take effect on Sunday, January 19 – as planned. As the world waits to see what potentially contradictory actions the incoming Trump Administration will take, there’s rampant speculation as to where the $18 billion in yearly TikTok ad spend will pivot -- if the ban is upheld. At Measured, we’ve been analyzing ad spend trends across 160+ brands using our Platform, and the results might surprise you. Check out our latest findings: https://lnkd.in/eHNCs5y9