The hunt for incrementality is on, and it’s starting to look a lot like the Gold Rush – except, instead of pickaxes and panhandles, marketers are armed with data, metrics, and an ever-growing need to meet their KPIs. Everyone’s racing to find the extra sales, clicks, and conversions that move the needle – but finding it? That’s like panning for gold in a river full of people with the same idea.
So, how do you strike it rich in this crowded, chaotic landscape? Maybe it’s time to stop searching the same old spots and look somewhere new.
What is Incrementality?
Incrementality refers to the measurable lift or additional value generated from an advertising channel or tactic that goes beyond what would have happened naturally or through existing touchpoints. In other words, it’s the extra sales, clicks, or conversions that your brand can attribute directly to a campaign – over and above what would have happened without that campaign.
As traditional advertising channels like search and social media continue to become more saturated and crowded, advertisers are finding it more expensive and inefficient with each passing year. Cost-per-clicks are climbing, audience attention is fragmented, and every campaign seems to be fighting for a piece of the same pie. The need for incrementality, i.e. finding true, untapped value that provides measurable returns, is now more pronounced than ever.
Internet Browsers: An (Incremental) Goldmine
Let’s take a closer look at internet browsers—specifically, the start pages. These represent one of the most untapped and high-intent areas for advertisers to reach users.
Why? When users open their browsers, they’re entering with a focused, task-driven mindset. They haven’t yet drowned in the noise of social media or clicked through the barrage of search results. This is a prime moment to capture their attention before they dive into their browsing experience. Start pages offer a fresh, unobstructed opportunity to engage users.
Browser start pages are curated to ensure they are free from inappropriate and offensive content. This makes them a reliable space for brand advertisements, helping you maintain a positive image and connect with audiences in a safe and respectable manner.
Additionally, start pages offer 100% viewability. Every time a user opens their browser, they are guaranteed to see the start page, ensuring that your ad receives maximum exposure.
Read more to know more about why start pages are the best touchpoint for brands.
Fool’s Gold?
While internet browsers undoubtedly present a golden opportunity (sorry, we had to do it), the path to success isn’t always clear. With a wide variety in use today, the ecosystem is increasingly fragmented. Each browser has its own set of features, policies, and user experiences, making it challenging for advertisers to navigate.
On top of that, diverse regulatory and legal requirements across regions add layers of complexity. Managing the technical aspects of ad formats and integrations across multiple platforms also requires significant expertise and resources, resulting in a scattered and often inefficient process.
Enter VEVE: Giving Your Brand the Midas’ Touch
Meet VEVE – the solution that helps brands unlock the hidden value of browser advertising. Through our innovative ad formats designed for start pages, we place your brand in front of users at the ideal moment: when they first open their browser.
According to campaign data collected across North America through 2024, 9 out of 10 customer journeys driven by VEVE were incremental for brands. Not only that, but 90% of all these customer journeys featured VEVE’s browser partners as the sole touchpoint in the customer journey.
What does this mean for your brand? It means incremental returns without cannibalizing existing channels. VEVE’s browser-based advertising solutions allow you to tap into untapped, high-intent spaces where your audience is engaging—without competing head-to-head with the overwhelming noise of search and social media platforms. This not only gives you more bang for your buck, but also untapped opportunities to expand your reach, capture new customers, and drive measurable results.
How VEVE Delivers Incremental Results
VEVE’s unique ad formats make it easy for your brand to stand out and achieve incremental results. In 2024, we delivered over 70 million conversions and $900 million in GMV for more than 2,000 brands across the globe, demonstrating our ability to drive success.
- Tiles: Quick-access icons displayed on the browser’s start page that provide instant, subtle visibility for your brand. These tiles are a simple but effective way to keep your brand top of mind as users engage with their browser.
- Impact: High-impact banners and creative doodles that sit on the start pages of browsers. These formats grab attention with visually striking designs and engaging messaging, providing information about promotions and offers.
With these formats, VEVE ensures your brand is placed in front of consumers who are actively engaged and open to discovery, encouraging high-value interactions in a clean, focused space.
And because these touchpoints are incremental, you’re not competing with the same existing channels. Instead, you’re gaining unique, high-value interactions that complement your broader marketing strategy, helping you achieve results without redundancy or overlap.
Conclusion: A Golden Opportunity
The search for incrementality doesn’t have to be a wild goose chase through overcrowded channels. With our browser advertising solutions, brands can discover untapped, high-intent spaces that drive incremental growth without the fierce competition of other platforms. By leveraging the start pages of popular browsers, VEVE helps brands access new opportunities to increase their performance and maximize ROI.
Stop competing in crowded spaces, drive incremental results with VEVE’s browser advertising solutions. Fill up the form to get started!
