Film and Pen

Incrementality

2 articles

Futuristic media planning control room with holographic displays showing AI-driven insights, incrementality metrics, and revenue growth projections, with a diverse team collaborating.
Advertising

What is the role of a media planner in 2026 advertising?

The biggest shift in modern media planning isn't just about where advertisements appear, but a core move away from platform-reported metrics towards causally measured incrementality to validate which

Leo Hartmann·September 9, 2026
Abstract digital representation of marketing data streams converging, highlighting the concept of incrementality and true ad campaign impact in a complex media landscape.
Advertising

What Is Incrementality in Advertising and Why Does It Matter?

Incrementality in advertising measures the true, causal impact of marketing efforts, moving beyond correlation to prove an ad campaign's real value. It's essential for optimizing budgets and making data-driven decisions in today's complex media landscape.

Leo Hartmann·April 4, 2026