Incrementality in Retail Media: Definition | Particular Audience
Incrementality is the extra sales caused by advertising, measured against a group that did not see it.
Incrementality
Incrementality is the additional sales an advertising campaign actually causes, beyond what would have happened without it. It is measured by comparing shoppers exposed to a campaign with a similar holdout group who were not. Incremental results are the most reliable evidence that retail media spend is creating new demand rather than claiming existing sales.
Why it matters
Brands increasingly ask for incremental proof before increasing retail media budgets.
How Particular Audience does it
In production
- Intersport Austria: Intersport launched onsite retail media — and proved brand growth in five weeks (17.3× Brand-halo ROAS)
Related guides
- Holdout test: A holdout test withholds a campaign from a random group of shoppers to measure the campaign's true effect.
- ROAS (return on ad spend): ROAS is attributed revenue divided by ad spend. What it shows, what it misses and how it relates to incrementality.
- How to measure retail media incrementality: Use holdout groups to separate sales caused by retail media from sales that would have happened anyway, and report brand halo.