Editorial Pillar
Advertising
Paid media, creative strategy, and performance-driven campaigns.
Make every dollar work harder.
Earned Media Value (EMV)
A metric that quantifies the equivalent cost of organic coverage in paid media terms.
Incrementality Testing
A measurement methodology that isolates the true causal lift generated by a marketing activity.
Share of Voice (SOV)
The percentage of total category conversation or advertising exposure owned by a brand.
CPM (Cost Per Mille)
The cost of 1,000 advertising impressions in a given media channel.
Conversion Rate Optimisation (CRO)
The systematic process of increasing the percentage of users who complete a desired action.
Media Mix Modelling (MMM)
A statistical analysis technique that measures the contribution of each marketing channel to overall business outcomes.
Brand Safety
Measures taken to ensure a brand's advertising does not appear alongside harmful or inappropriate content.
Attribution
The process of assigning credit to marketing touchpoints that contribute to a conversion.