Owners of networks – franchises, directories, and marketplaces – have a problem: they aren’t getting credit for the value of their advertising.
If you were to stop all of your advertising on Facebook, would your revenue – incrementally – actually go down? Or are those Facebook ads only cannibalizing sales you would otherwise have generated via another channel? Incrementality is the impact witnessed when advertising on a medium is active versus ads on that medium not being active.
We were curious, like you, to know the answer to this question: what marketing channels provide the fastest time to conversion?