Measured

It looks like 2025 will be the year that cross-platform measurement and optimization call the shots – according to EMARKETER’s latest, based on an IAB survey. Marketers prioritize this higher than Gen AI (I didn't think that was possible) – 64% are making media measurement their # 1 focus to invest. It's no surprise to us at Measured but it clearly affirms that for today’s marketer, a solid portfolio optimization practice takes precedence over attribution modeling, first-party data, attention metrics, data clean rooms, and the list goes on… As it happens, Measured and EMARKETER will share more on this next month in a webinar with our customers!

Are you ready to uplevel your geo testing practice? While geo testing may seem simple on the surface, it’s important to remember that a more sophisticated geo testing solution should offer the right balance of accuracy AND flexibility. Without this level of precision, test results can lead to poor budget allocation and ineffective strategies. In today’s high-stakes marketing landscape, flexibility without expertise in geo testing – and without a solid foundation of data science rigor – can lead to avoidable mistakes. Learn what to look for in a geo testing solution that will lead to conclusive, actionable results, empowering you to make smarter decisions with confidence so you never have to second-guess test results: https://lnkd.in/e9NDF8nD?

As TikTok’s next move remains uncertain, here’s what we’re seeing across the Measured portfolio of leading brands: Prior to the 75-day moratorium, we saw advertisers start pulling spend. But as CPMs decreased over the last two months by almost 50%, share-of-wallet and efficiency have ticked back up as some brands take advantage of the lower costs. While the April deadline seems far off, anything can happen at this point, and we will continue to monitor brand sentiment during this era of uncertainty for TikTok.

At Measured, we’re passionate experimentation evangelists. A culture of rigorous testing should always, always be a marketer’s go-to and the very foundation of their measurement practice. Kudos to Dr. Julian Runge of Northwestern University & Igor Skokan of Meta for extolling the virtues of experimentation in this insightful AdExchanger piece on the theory and practice behind successful enterprise measurement frameworks: https://lnkd.in/e2UYZSSD We’ve written extensively on this subject, and in these two pieces, we walk you through why moving to a new measurement practice is worth the challenge of making a test and learn ethos integral to your company. Without a real-life plan to adapt, brands risk getting stuck in the past using outdated metrics that don’t actually help them make smarter decisions to grow their business. Here is some additional content to consider when addressing change management within your org: Always Be Conducting Experiments: https://lnkd.in/ehFF3vdY & 5 Change Management Pro Tips for Marketers in 2025: https://lnkd.in/eh8-VAQ8

Headed to SXSW in March? Last year’s event contributed $377.3 million to the Austin economy, drawing huge crowds and even more live streamers (180,000!) This year, our very own Trevor Testwuide, CEO of Measured, will be attending the Advertising and Branding Experience track and he’d love to meet up and chat all things media measurement and optimization. Book some time today: https://lnkd.in/eutraZ7A

Ever wonder how your media is impacting retail sales on Amazon…but you’re stymied when it comes to accessing and integrating Amazon sales data for measurement? This is one of the biggest challenges Measured sees across our portfolio of ecommerce clients. But as enterprise brands continue to expand their omnichannel footprint, it’s important to test and measure Amazon. You may be surprised by the results. After all, Amazon is projected to grow its U.S. retail ecommerce sales to $491.65 billion in 2025. Here are a few of the key challenges when it comes to Amazon sales data for media measurement – and solutions from Measured to getting past this hurdle. Read on: https://lnkd.in/exYZvcG5

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