Tag: campaign measurement
Measuring OOH attribution – a guide to boosting brand lift
Measuring attribution has been a long-term challenge for the media industry across the ecosystem, both online and offline. Relying on simple attribution models that often overestimate the impact of direct response ads – such as those that include call-to-actions like "click here" or "buy now"– ignore the myriad influences on the consumer journey.
The state of social media in South Africa
2020 proved to be a tumultuous year for advertising. Overnight, budgets were cut, strategies were changed, priorities re-looked, but some platforms fared better than others.
