Economic uncertainty and changing shopping behaviors are pushing brands to rethink how different channels work together. With the exponential growth of AI and the media landscape’s continued fragmentation, savvy CPG marketers are focused on connecting media, promotions and commerce to drive incremental sales.
A new study from Circana and Ibotta Inc shows that promotions can deliver measurable incremental business outcomes. Circana used the same methodologies typically applied to media effectiveness to evaluate promotional performance.
“We want all marketers to understand that a promotion should not be competitive to anything you’re doing from a media standpoint,” said Chris Riedy, Chief Revenue Officer at Ibotta. “It should be complementary, and when executed effectively, that promotion will drive incremental impact.”
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