How Ghost Ads Reveal the True Cost of Brand Campaigns

Lucas and Luna unpack a little-known measurement technique called ghost ads, which lets marketers isolate the true incremental impact of brand campaigns. They walk through how Procter & Gamble used ghost ads to uncover that nearly 30 percent of their digital brand spend was reaching people who would have bought anyway. The hosts explain the mechanics: serving a control group a public-service ad instead of the brand creative, then comparing conversion rates. They also discuss why ghost ads are harder to run on walled gardens like Meta and Amazon, and how the technique exposes inflated attribution numbers. If you work in marketing and want to stop wasting budget on campaigns that look good in a dashboard but don't actually move the needle, this episode is for you. #GhostAds #BrandCampaigns #IncrementalityTesting #ProcterAndGamble #MarketingAttribution #DigitalAdvertising #WalledGardens #Meta #AmazonAds #MarketingAnalytics #CampaignMeasurement #AdEffectiveness #ControlGroups #MarketingROI #FexingoBusiness #BusinessPodcast #Marketing #Analytics Keep every episode free: buymeacoffee.com/fexingo