TouchPoint Integrated Communications

📊 The future of measurement is moving beyond multi-touch attribution.

With walled gardens, cookie deprecation, and device fragmentation, traditional MTA has real blind spots. The shift toward incrementality testing offers a more future-proof way to understand true media impact.

At TouchPoint, we’re helping clients adopt incrementality-based approaches that deliver clearer insights, validate ROI, and guide smarter optimization. It’s not just about replacing outdated models, it’s about ensuring measurement keeps pace with today’s complex media landscape.

👉 Here’s a recent MediaPost piece outlining why the industry is making this shift.

4 Steps To Replace Attribution With Future-Proof Metrics If you are still treating incrementality testing as an occasional exercise, you are leaving money and growth on the table.

As CTV matures, so should the way we plan and manage it.

Members of the TouchPoint team attended the Digiday CTV Advertising Strategies event last week — and one takeaway stood out loud and clear:

👉 Brands that split their media across multiple agency partners are at a disadvantage.

Between rising CTV spend, measurement gaps, and platform overlap, a siloed approach leads to duplication, inefficiency, and lost opportunities.

What resonated most was Danone’s case study: after testing separate agencies for traditional and digital media, they consolidated under one partner — improving cross-channel performance and streamlining strategy. A smart move that reflects where the industry is headed.

At TouchPoint, we’ve always believed in the power of connected planning. CTV is just one piece of the video ecosystem — and when it’s managed as part of a unified, omnichannel strategy, the results speak for themselves.

Want to talk about how we can help bring it all together? Let’s chat!

📈 According to new data from the ANA and 4As, the average client-agency relationship has doubled in length since 2016 — now sitting at 7 years.

That’s great progress.

But at TouchPoint, 7 years is often just the halfway point.

As an independent, full-service agency, we’ve built partnerships that span a decade or more — not because of inertia, but because of results, transparency, and trust.

In a landscape where agency reviews can cost over $400,000 per pitch, continuity matters. And so does performance.

💡 Let’s talk about what it takes to build something that lasts.

4As & ANA Client Agency Relationship Tenure Report – 4As Unlock Key Insights! Download our study to see how integrated and media-only agency tenures compare, the impact of review periods, and top client relationships.