The blog · 3 articles
The BrandVolt blog.
Advertising impact measurement, Brand Lift, exposed vs control methodology and best practices, without the jargon.
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Ad frequency: after how many exposures does the effect level off?
The average frequency in a campaign report hides what matters. An exposed vs control study lets you read the effect by exposure band, provided you know the trap.
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TF1 PUB promises full-funnel measurement: estimating a brand effect is not measuring it
In its 2027 roadmap, TF1 PUB announces a "Brand Simulator" and traffic KPIs. A good moment to separate three things that often get confused: simulating, post-testing and measuring.
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In-store retail media: IAB Europe drops "sales lift" from its standards
IAB Europe has opened V2 of its in-store retail media measurement standards for public comment. The most instructive part is what is being removed: sales lift metrics.
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