Platform berbagi video yang populer, TikTok, telah meledak ke permukaan dalam beberapa tahun terakhir. Sekarang tersedia di lebih dari 155 negara, platform ini telah mengalami pertumbuhan yang luar biasa di kawasan Timur Tengah untuk hiburan yang menarik dan konten yang menginspirasi.
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 Nielsenโs Pemodelan Bauran Pemasaran solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTokโs Head of Measurement had to say:
+10%
Additional ROAS by running > 1 ad formats
$1.83
Total ROAS TikTok
Pendapatan Penjualan Ritel Per Dolar yang Dibelanjakan
+16%
ROAS yang lebih tinggi saat menjalankan iklan in-feed untuk jumlah minggu tayang yang lebih tinggi
Methodology: The syndicated MMM solution methodologyย utilizes โAd Intelโ 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.ย 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.ย Nielsen measured the ROASย & Effectiveness of TikTok Ad spend at a granular level.ย
