Die beliebte Video-Sharing-Plattform TikTok hat sich in den letzten Jahren explosionsartig entwickelt. Die Plattform, die inzwischen in über 155 Ländern verfügbar ist, hat in der Region des Nahen Ostens ein enormes Wachstum verzeichnet, da sie ansprechende Unterhaltung und inspirierende Inhalte bietet.
In this case study, TikTok commissioned a syndicated Market Mix Model (MMM) study with Nielsen to investigate what impact its full-funnel immersive ad solutions have on driving sales and ROAS across the CPG category. Using Nielsen’s Marketing-Mix-Modellierung solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTok’s Head of Measurement had to say:
+10%
Additional ROAS by running > 1 ad formats
$1.83
TikTok Gesamt-ROAS
Einzelhandelsumsatz pro ausgegebenem Dollar
+16%
Höherer ROAS bei der Schaltung von In-Feed-Anzeigen für eine höhere Anzahl von Wochen auf Sendung
Methodology: The syndicated MMM solution methodology utilizes “Ad Intel” data sourced via a third party supplier to provide estimate spends for the other publishers to be used within the model. Ad-Intel captures the data through: own registration, media declaration and crawler technology. The model leverages multivariate regression, aligning the media and other drivers to define how sales change based on fluctuations of each driver. A ‘lift factor’ is mathematically ascribed to each of these drivers (aka coefficients or elasticities) and define how much sales change as a result of each individual driver. Nielsen measured the ROAS & Effectiveness of TikTok Ad spend at a granular level.
