Archive for the category

Lag & Carryover

How long a euro of media keeps working after the week it ran. Adstock, half-life and the distribution of an effect over time, and the files where it cannot be identified.

A step of the Media Effectiveness Path.

Why flat always-on spend makes carryover impossible to measure

Posted by tea on in Lag & Carryover · Media Effectiveness Path · Where it does not

Online home-insurance broker in Spain, always-on paid social at about €38k a week, asking what an August pause would cost.

A composite case, built from the kind of file we see most weeks. An online home-insurance broker in Spain, selling direct, with paid social as its largest channel. Spend had sat at about €38k a week for seventy weeks. Leads, meaning quote requests, ran at around 4,200 a week.

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Adstock and the outdoor burst that was judged on the wrong week

Posted by tea on in Lag & Carryover · Media Effectiveness Path · Where it helps

Home-furnishing retailer, 38 stores in northern Italy, asking whether a spring outdoor and radio burst had failed.

A composite case, built from the kind of file we see most weeks. A home-furnishing retailer with 38 stores across northern Italy, roughly €1.9M of revenue in an ordinary week, and a marketing team that had just been told its spring burst did not work.

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Adstock and carryover: how long a media euro keeps working

Posted by tea on in Lag & Carryover

The euro you spent in January is still working in March. That is not a slogan, it is a measurable quantity, and this chart is what it looks like.

Three channels from two years of weekly data. Each curve is the share of a channel's effect still alive, week by week after the money left.

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