Étude de cas
Asie du Sud-Est : Modélisation et méta-analyse du marketing mix des produits de grande consommation
Nielsen + TikTok : MMM mesure avec précision l'impact de la publicité sur TikTok
Introduction
Mesurer l'impact de la publicité TikTok sur l'ensemble de l'entonnoir
TikTok, a global entertainment platform, captures the attention of users across Southeast Asia. With its full-screen, sound-on video formats, it has led to an explosion in users and time spent with the platform across the region.
Avec l'enquête Nielsen Solution de modélisation du marketing mix, TikTok explored the full funnel impact of its advertising campaigns across the lower funnel (sales), middle funnel (purchase intent) and upper funnel (brand awareness).
Objectif
Quantifier l'efficacité et le retour sur investissement publicitaire (ROAS) des activités TikTok
The objective was to evaluate the overall value of TikTok, including its short- and long-term impact on advertising formats, brand equity metrics, synergy with other advertising channels, and effectiveness of diverse creative advertising.
Défi
Exploiter la puissance de la modélisation du marketing mix
As advertising investment increases on TikTok, there is a growing need to demonstrate its business impact, yet measuring this influence poses a challenge.
Advertisers’ approach to this question is as diverse as the region itself, from short- to long-term sales, through to long-term brand equity and how TikTok works with other channels.
To understand the value of a TikTok investment, all of these perspectives must be considered and analyzed.
Solution
Utiliser les techniques de modélisation du marketing mix pour identifier l'impact sur les ventes et la valeur de la marque.
Marketing Mix Modeling studies have been the established method for measuring efficiency and effectiveness for more than 30 years.
TikTok commissioned Nielsen to analyze 10 consumer packaged goods (CPG) brands spanning the Food & Beverage and Health & Personal Care categories across Indonesia and Thailand to measure marketing mix impacts from sales to brand equity for these TikTok campaigns.
Principales conclusions
$2.3
Un ROAS élevé à court et à long terme
The study yielded $1.7 short-term return for every advertising dollar spent in Southeast Asia from TikTok Paid ads. Compared to other channels* in the study, TikTok gave 2.0 times better results.
Beyond direct sales outcome, TikTok delivered 2.2 times more long-term sales for brands via its impact on brand equity than other channels* measured in this study.
When taking into account both short-term ROI and long-term brand equity, TikTok outperformed other channels* by 1.4 times, with a total ROAS of $2.3 for every advertising dollar.
9.4%
Impact synergique entre la télévision et la publicité sur TikTok
Nielsen found 9.4% incremental sales when TikTok ads are executed together with television ads for at least 4 weeks in Southeast Asia, which is highest among all other media channels* in this study.
$2.3
Exploiter les publicités In-Feed en tant qu'élément central et les renforcer avec des formats à fort impact pendant les moments clés.
Nielsen measured TikTok ad products, revealing that In-Feed ads drove high short-term ROAS of $2, long-term ROAS of $2.8, and showed the highest sales response against other ad products. Thus, In-Feed ads should be preferred as the base ad product on TikTok platform.
For key moments, consider high-impact reservation formats like Branded Effect, which revealed short-term ROAS of $2.3, and long-term ROAS of $3.0, driving amplification with higher efficiency.
$2.0
Utiliser une combinaison d'annonces de créateurs et de marques pour maximiser l'efficacité.
Both creator and brand ads drove returns more than their spends, with brand ads delivering short-term ROAS of $1.5, and creator ads driving even higher ROAS at $2.
Note: Modeled with two year historical data in 2023.
*Other Nielsen measured media includes TV, Radio, OOH, Cinema, Digital Display & Video (excluding Facebook & Google).
Non-TikTok spends are based on rate card (monitored) and not actual spends from advertisers.
Comment cela fonctionne-t-il ?
Nielsen Marketing Mix Modeling offered a comprehensive evaluation of TikTok’s campaigns through tailored econometric models. These models established connections between detailed sales data spanning 2-3 years and a wide range of TikTok’s campaign activities, as well as other media platforms such as TV, digital video, digital display, print, out-of-home (OOH), and non-marketing factors like distribution, price, competition, seasonality, macroeconomic effects, and more.
The complete Marketing Mix Modeling solution involves data validation, metric calculation (e.g., revenue and profit), and a final insights presentation with recommendations to enhance marketing return on investment. Additionally, Nielsen executes several secondary modeling solutions including synergy analysis and long-term effects.
Conclusion
Exploiter tout le potentiel de la publicité grâce à la modélisation du marketing mix
Nielsen’s Marketing Mix Modeling solution demonstrated its effectiveness in providing a complete picture of sales and brand equity impacts across the Southeast Asia market for TikTok advertising. By leveraging Marketing Mix Modeling principles and historical data, the study shed light on the untapped impacts of campaigns, presenting advertisers with actionable recommendations to harness higher returns from TikTok investments.
Aujourd'hui
Balendu Shrivastava
Head of Measurement
TikTok, AMA
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