RoAS is a powerful metric: until it's not. When App Tracking Transparency got rolled out with the updates to iOS 14, RoAS suddenly dropped. Advertisers couldn't see to whom their sales were attributed.
As the dust settled from the shakeout, new ways to measure ad effectiveness emerged. Enter MER (Marketing Efficiency Ratio). Also known as blended RoAS, MER has become the new gold standard in assessing the performance of ads.
Nikki Lindgren, Founder and Managing Partner of Pennock, is leading the charge of helping brands better understand the correlation between spend and total sales. Focusing on female-led beauty brands, Nikki has pushed for greater creative diversity, trying to cut through the noise of our current status of information overload. Grab a seat and listen in to find out what keeps brands from succeeding and how to frame the future of advertising.
It could just be that easy.
Our guest is Nikki Lindgren. Nikki, founder and managing partner of Pennock, is a leader in scaling DTC businesses through paid ads with a focus on helping female-led beauty brands. With expertise in digital media management exceeding $100 million, Nikki and her team leverage strategic advantages for impressive MER and ROAS.