Results from 25k+ incrementality experiments provide critical intelligence for maximizing media impact
Measured, the only media optimization platform that reveals the true incremental contribution of advertising spend to business results, has launched new tools to help marketers maximize advertising ROI and find new ways to grow. Tapping into the industry’s largest collection of media incrementality intelligence, Media Plan Optimizer and a new benchmarks comparison tool provide marketers with instant insights and recommendations to diversify their media mix and drive media efficiency.
“Marketers are under constant pressure to not only prove the business impact of every dollar they spend, but also predict the impact of every dollar they plan to spend,” said Trevor Testwuide, cofounder and CEO at Measured. “That pressure is even more intense when there is uncertainty about the future, like the threat of a recession. By unlocking the power of our accumulated incrementality intelligence, Measured tools enable customers to continuously adapt and optimize media for their business critical metrics.”
The Measured platform is anchored on results and data from thousands of incrementality experiments that were run across all types of businesses and measured against actual conversion data from the brands. This collection of incrementality intelligence, only accessible to Measured customers, continuously grows more powerful as it is updated with results from hundreds of ongoing in-market tests. For each new customer, Measured builds direct connections to each available data source, then applies proprietary incrementality insights to the brand data to enable full-portfolio optimization in just two weeks.
Media Plan Optimizer saves time and reduces guesswork with accurate, automated spend recommendations for every channel and tactic. Using incrementality-driven allocation technology, integrated with company performance data, Media Plan Optimizer shows how to generate the best results on every channel, while considering the diminishing returns of increasing spend. With customizable budgets, objectives, and optimization strengths, advertisers can run and compare multiple scenarios in minutes to uncover opportunities to increase efficiency, scale, and diversify spend.
“By automatically calculating the estimated outcomes of proposed changes to our media mix, Media Plan Optimizer enables us to make confident decisions about spend allocation,” said Eli Esagoff, Growth Marketer at True Classic. “The ability to choose from different levels of intensity, based on budget flexibility and appetite for change, means it’s great for any type of advertiser. The tool has saved our team a lot of time deliberating over marketing mix decisions.”
With the new benchmarks comparison tool,brands can compare their media mix, performance, and growth metrics against other brands in the Measured portfolio. By tracking average costs, spend allocation, and results of similar brands, advertisers can identify market trends and reveal new channels or tactics worth exploring. Continuously updated with cross-portfolio data and insights from ongoing incrementality testing, marketers can use comparison data to answer questions like:
Do I allocate more or less of my budget than my peers to certain channels or tactics?
Are my conversion rates similar to other brands?
Am I paying more than other brands for the same media?
Is my media driving more incremental sales than other brands in my category?
What other channels and tactics are working for my peers that I should consider adding to my mix?
In the last year, Measured was used to optimize more than $4.5 billion in advertising spend. Marketers at the fastest-growing consumer brands, like Crocs, Faherty Brand, Vuori, Patagonia, and Ruggable trust Measured to connect advertising spend to business results and answer the toughest marketing questions being asked by executives and stakeholders.