Studi kasus
Asia Tenggara: Analisis Meta Pemodelan Bauran Pemasaran CPG
Nielsen + TikTok: MMM secara akurat mengukur dampak iklan TikTok
Pendahuluan
Mengukur dampak saluran penuh dari iklan TikTok
TikTok, sebuah platform hiburan global, telah menarik perhatian para pengguna di seluruh Asia Tenggara. Dengan format video layar penuh dan bersuara, platform ini telah menyebabkan ledakan jumlah pengguna dan waktu yang dihabiskan untuk menggunakan platform ini di seluruh wilayah.
Dengan Nielsen Solusi Pemodelan Bauran PemasaranTikTok mengeksplorasi dampak saluran penuh dari kampanye iklannya di seluruh saluran bawah (penjualan), saluran tengah (minat beli), dan saluran atas (kesadaran merek).
Tujuan
Mengukur efektivitas dan laba atas pengeluaran iklan (ROAS) dari aktivitas TikTok
Tujuannya adalah untuk mengevaluasi nilai keseluruhan TikTok, termasuk dampak jangka pendek dan jangka panjang pada format iklan, metrik ekuitas merek, sinergi dengan saluran iklan lainnya, dan efektivitas iklan kreatif yang beragam.
Tantangan
Memanfaatkan kekuatan Pemodelan Bauran Pemasaran
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.
Solusi
Gunakan teknik Pemodelan Bauran Pemasaran untuk mengidentifikasi dampak penjualan dan ekuitas merek
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.
Temuan utama
$2.3
ROAS yang kuat dalam jangka pendek dan jangka panjang
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%
Dampak sinergis antara iklan televisi dan 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
Manfaatkan iklan In-Feed sebagai inti dan tingkatkan dengan format berdampak tinggi selama momen-momen penting
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
Memanfaatkan kombinasi iklan kreator dan merek untuk memaksimalkan efektivitas
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.
Bagaimana cara kerjanya
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.
Kesimpulan
Buka potensi penuh iklan dengan Pemodelan Bauran Pemasaran
Solusi Pemodelan Bauran Pemasaran Nielsen menunjukkan keefektifannya dalam memberikan gambaran lengkap mengenai dampak penjualan dan ekuitas merek di pasar Asia Tenggara untuk iklan TikTok. Dengan memanfaatkan prinsip-prinsip Marketing Mix Modeling dan data historis, studi ini menjelaskan dampak kampanye yang belum dimanfaatkan, memberikan rekomendasi yang dapat ditindaklanjuti kepada pengiklan untuk memanfaatkan keuntungan yang lebih tinggi dari investasi TikTok.
Pengiklan saat ini mengharapkan lebih banyak wawasan daripada sekadar ROI dari investasi merek mereka. Mereka ingin sekali memahami dampaknya terhadap keuntungan jangka pendek dan ekuitas jangka panjang. Kami menugaskan sebuah studi dengan Nielsen dan dengan senang hati berbagi bagaimana TikTok memberikan ROI di seluruh saluran.
Balendu Shrivastava
Head of Measurement
TikTok, AMA
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