Ad placementvsincrementalitet

Ad placement directly influences the incremental impact (incrementalitet) of marketing campaigns by determining where and when ads are shown to target audiences, thereby affecting the additional value generated beyond baseline behavior. Incrementality measures the true lift caused by advertising efforts, isolating the effect of ads from other factors. Strategic ad placement—such as selecting high-intent contexts, premium inventory, or specific audience segments—maximizes the likelihood that exposure leads to new conversions or sales that would not have occurred otherwise. Conversely, poor ad placement can dilute incrementality by showing ads to users who would have converted anyway or who are unlikely to convert, thus inflating baseline conversions and reducing measurable incremental gains. In digital strategy, testing different ad placements and analyzing their incremental lift through controlled experiments (e.g., geo tests, holdouts) enables marketers to optimize spend efficiency and improve ROI by focusing on placements that generate true incremental outcomes rather than just volume. Therefore, ad placement is a critical lever for driving and accurately measuring incrementalitet in marketing efforts.