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#9 | Why Smaller Brands See Bigger Gains
Lift & Incrementality: Why Smaller Brands See Bigger Gains 🚀
We constantly get asked for "Lift Benchmarks". One of the biggest misconceptions in marketing is assuming incrementality and lift are the same for every brand. But the truth is, the more nuanced the brand, the greater the potential lift (the more you REALLY need marketing).
Let's break it down:
If I launched "Steve's T-Shirt" company tomorrow (selling AdTech themed incrementally shirts ofcourse), a well-optimized campaign would yield 99%+ incremental lift. Why? Because nobody would know my brand (and maybe a little because most marketers are not yet "aware" of the value of incrementality quite yet - but that's beside the point) and therefore ain't nobody naturally going to my website or thinking about my product. Every new ad exposure has a higher chance of creating demand that wouldn't have existed otherwise.
Now take Coca-Cola. No single campaign is going to double their market share—because everyone is already aware of the Coke brand. Their marketing is about maintaining share, reinforcing brand preference, and nudging consumption frequency. The lift would be tiny, but at their scale, even a 1% increase in sales is massive.
✅ Smaller, niche brands? Expect bigger incremental lift from marketing—because you're actively creating new demand.✅ Mass-market, high-awareness brands? Gains are smaller but still meaningful—because the battle is for market share and retention.
The key takeaway? Lift and incrementality aren't just about measuring campaign success; they tell you how much marketing actually matters for your business. Instead of chasing a generic benchmark, focus on:
🔹 How much new demand your campaigns are actually driving🔹 Whether your budget is creating net-new customers or just capturing existing intent🔹 How different channels contribute to the bigger picture of your brand growth
Not all lift is created equal—understanding YOUR brand's baseline is what separates good marketing from great marketing. 🚀
#Marketing hashtag#Incrementality #LiftAnalysis #DigitalMarketing #AdTech #GrowthMarketing #Advertising #MarketingStrategy
We constantly get asked for "Lift Benchmarks". One of the biggest misconceptions in marketing is assuming incrementality and lift are the same for every brand. But the truth is, the more nuanced the brand, the greater the potential lift (the more you REALLY need marketing).
Let's break it down:
If I launched "Steve's T-Shirt" company tomorrow (selling AdTech themed incrementally shirts ofcourse), a well-optimized campaign would yield 99%+ incremental lift. Why? Because nobody would know my brand (and maybe a little because most marketers are not yet "aware" of the value of incrementality quite yet - but that's beside the point) and therefore ain't nobody naturally going to my website or thinking about my product. Every new ad exposure has a higher chance of creating demand that wouldn't have existed otherwise.
Now take Coca-Cola. No single campaign is going to double their market share—because everyone is already aware of the Coke brand. Their marketing is about maintaining share, reinforcing brand preference, and nudging consumption frequency. The lift would be tiny, but at their scale, even a 1% increase in sales is massive.
✅ Smaller, niche brands? Expect bigger incremental lift from marketing—because you're actively creating new demand.✅ Mass-market, high-awareness brands? Gains are smaller but still meaningful—because the battle is for market share and retention.
The key takeaway? Lift and incrementality aren't just about measuring campaign success; they tell you how much marketing actually matters for your business. Instead of chasing a generic benchmark, focus on:
🔹 How much new demand your campaigns are actually driving🔹 Whether your budget is creating net-new customers or just capturing existing intent🔹 How different channels contribute to the bigger picture of your brand growth
Not all lift is created equal—understanding YOUR brand's baseline is what separates good marketing from great marketing. 🚀
#Marketing hashtag#Incrementality #LiftAnalysis #DigitalMarketing #AdTech #GrowthMarketing #Advertising #MarketingStrategy
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By Steven OhrnsteinLift & Incrementality: Why Smaller Brands See Bigger Gains 🚀
We constantly get asked for "Lift Benchmarks". One of the biggest misconceptions in marketing is assuming incrementality and lift are the same for every brand. But the truth is, the more nuanced the brand, the greater the potential lift (the more you REALLY need marketing).
Let's break it down:
If I launched "Steve's T-Shirt" company tomorrow (selling AdTech themed incrementally shirts ofcourse), a well-optimized campaign would yield 99%+ incremental lift. Why? Because nobody would know my brand (and maybe a little because most marketers are not yet "aware" of the value of incrementality quite yet - but that's beside the point) and therefore ain't nobody naturally going to my website or thinking about my product. Every new ad exposure has a higher chance of creating demand that wouldn't have existed otherwise.
Now take Coca-Cola. No single campaign is going to double their market share—because everyone is already aware of the Coke brand. Their marketing is about maintaining share, reinforcing brand preference, and nudging consumption frequency. The lift would be tiny, but at their scale, even a 1% increase in sales is massive.
✅ Smaller, niche brands? Expect bigger incremental lift from marketing—because you're actively creating new demand.✅ Mass-market, high-awareness brands? Gains are smaller but still meaningful—because the battle is for market share and retention.
The key takeaway? Lift and incrementality aren't just about measuring campaign success; they tell you how much marketing actually matters for your business. Instead of chasing a generic benchmark, focus on:
🔹 How much new demand your campaigns are actually driving🔹 Whether your budget is creating net-new customers or just capturing existing intent🔹 How different channels contribute to the bigger picture of your brand growth
Not all lift is created equal—understanding YOUR brand's baseline is what separates good marketing from great marketing. 🚀
#Marketing hashtag#Incrementality #LiftAnalysis #DigitalMarketing #AdTech #GrowthMarketing #Advertising #MarketingStrategy
We constantly get asked for "Lift Benchmarks". One of the biggest misconceptions in marketing is assuming incrementality and lift are the same for every brand. But the truth is, the more nuanced the brand, the greater the potential lift (the more you REALLY need marketing).
Let's break it down:
If I launched "Steve's T-Shirt" company tomorrow (selling AdTech themed incrementally shirts ofcourse), a well-optimized campaign would yield 99%+ incremental lift. Why? Because nobody would know my brand (and maybe a little because most marketers are not yet "aware" of the value of incrementality quite yet - but that's beside the point) and therefore ain't nobody naturally going to my website or thinking about my product. Every new ad exposure has a higher chance of creating demand that wouldn't have existed otherwise.
Now take Coca-Cola. No single campaign is going to double their market share—because everyone is already aware of the Coke brand. Their marketing is about maintaining share, reinforcing brand preference, and nudging consumption frequency. The lift would be tiny, but at their scale, even a 1% increase in sales is massive.
✅ Smaller, niche brands? Expect bigger incremental lift from marketing—because you're actively creating new demand.✅ Mass-market, high-awareness brands? Gains are smaller but still meaningful—because the battle is for market share and retention.
The key takeaway? Lift and incrementality aren't just about measuring campaign success; they tell you how much marketing actually matters for your business. Instead of chasing a generic benchmark, focus on:
🔹 How much new demand your campaigns are actually driving🔹 Whether your budget is creating net-new customers or just capturing existing intent🔹 How different channels contribute to the bigger picture of your brand growth
Not all lift is created equal—understanding YOUR brand's baseline is what separates good marketing from great marketing. 🚀
#Marketing hashtag#Incrementality #LiftAnalysis #DigitalMarketing #AdTech #GrowthMarketing #Advertising #MarketingStrategy