Mobile Dev Memo Podcast

Season 4, Episode 3: What is advertising incrementality? (with Garrett Johnson)

Listen Later

My guest on this week's episode of the Mobile Dev Memo podcast is Garrett Johnson, an Associate Professor of Marketing at Boston University's Questrom School of Business.

I was delighted to bring Garrett back to the podcast -- we recorded an episode about advertising auctions back in February 2022 -- because his seminal paper on the concept of Ghost Ads deeply informed my understanding of incrementality measurement in advertising, which is the topic of discussion in the episode. In our conversation, we cover:

  • What advertising incrementality is;
  • How a marketing team can measure incremental contribution from advertising;
  • Whether incrementality is truly knowable;
  • The concept of Ghost Ads;
  • How ghost ads fit into an advertising workflow;
  • Whether incrementality measurement necessitates prolonged advertising reaction cycles;
  • The commercial risks of ignoring or neglecting incrementality measurement.

    • Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

    • Kayzen. A mobile-first DSP that is built to democratize programmatic advertising.
    • INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

      • Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

      ...more
      View all episodesView all episodes
      Download on the App Store
      Mobile Dev Memo PodcastBy MobileDevMemo
      • 5
      • 5
      • 5
      • 5
      • 5

      5

      20 ratings

      More shows like Mobile Dev Memo Podcast

      View all
      The Tim Ferriss Show by Tim Ferriss: Bestselling Author, Human Guinea Pig

      The Tim Ferriss Show

      16,174 Listeners

      Odd Lots by Bloomberg

      Odd Lots

      1,993 Listeners

      Conversations with Tyler by Mercatus Center at George Mason University

      Conversations with Tyler

      2,461 Listeners

      The a16z Show by Andreessen Horowitz

      The a16z Show

      1,105 Listeners

      Channels with Peter Kafka by Vox Media Podcast Network

      Channels with Peter Kafka

      555 Listeners

      Invest Like the Best with Patrick O'Shaughnessy by Colossus | Investing & Business Podcasts

      Invest Like the Best with Patrick O'Shaughnessy

      2,342 Listeners

      Founders by David Senra

      Founders

      2,221 Listeners

      All-In with Chamath, Jason, Sacks & Friedberg by All-In Podcast, LLC

      All-In with Chamath, Jason, Sacks & Friedberg

      10,254 Listeners

      Dwarkesh Podcast by Dwarkesh Patel

      Dwarkesh Podcast

      551 Listeners

      Hard Fork by The New York Times

      Hard Fork

      5,576 Listeners

      BG2Pod with Brad Gerstner and Bill Gurley by BG2Pod

      BG2Pod with Brad Gerstner and Bill Gurley

      475 Listeners

      Prof G Markets by Vox Media Podcast Network

      Prof G Markets

      1,480 Listeners

      Mixed Signals from Semafor Media by Semafor Podcasts

      Mixed Signals from Semafor Media

      201 Listeners

      The Real Eisman Playbook by Steve Eisman

      The Real Eisman Playbook

      223 Listeners

      David Senra by Scicomm Media

      David Senra

      229 Listeners