What you'll learn in this video
New research across 200+ incrementality tests shows that over a third of advertising's real impact (35.6%) lands outside the channel it was bought on, a blind spot last-click measurement can't see.
Which channels hide the biggest blind spots (CTV and TikTok top the list), and why there's no single halo multiplier that applies across every brand or channel.
How WorkMagic's three part framework, incrementality testing, omnichannel attribution, and causal MMM, work together to measure and act on true impact.
