Plain-English definitions of the concepts behind forecast-led media planning. Each entry explains what the term means and why it matters when you decide where the next pound of budget should go.
Incremental return on ad spend - the revenue advertising genuinely creates, not what it is credited with.
The return on the next pound of spend - the metric that should govern whether a channel is worth scaling.
The curve used to model how channel response flattens as spend approaches saturation.
How advertising impact carries over after exposure, creating delayed commercial effect.
These ideas come together in marginal ROAS vs average ROAS and in our free planning tools.