Event Video
Mastering Incrementality: Essential Strategies for Brands to Compete
This special panel recorded at ATS Singapore 2025 discusses the importance of incrementality for brands aiming to stand out in the ad-dominated landscapes of walled gardens.
Our experts explore how incrementality helps avoid wasted ad spend by identifying genuine new customer actions, optimise budget allocation by focusing on effective strategies, and challenge the biased metrics of major platforms.
The session highlights the advantages of diversification into alternative ad channels and demonstrate how brands can maximise ROI through precision in ad spend, ultimately showcasing the vital role of incrementality in achieving profitability and scale in fiercely competitive spaces.
Panel
- Jeremy Lim, Media Effectiveness & Insights Lead, Media Group - dentsu
- Jasela Sarin, Connectivity Director, APAC - GoCity
- Eileen Ooi, CEO - PHD Asia Pacific
- Niraj Nagpal, Lead, Channel Sales and Partnerships, Asia Pacific - Mastercard
- Penelope Siraj, Senior Partner, Planning - Brainlabs
- John Still, Head of Content - ExchangeWire
