La popolare piattaforma di condivisione video TikTok è esplosa sulla scena negli ultimi anni. Disponibile in oltre 155 Paesi, la piattaforma ha registrato un'enorme crescita nella regione del Medio Oriente per i suoi contenuti di intrattenimento e ispirazione.
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 Modellazione del marketing mix 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 ROAS totale
Ricavi delle vendite al dettaglio per dollaro speso
+16%
ROAS più elevato quando si eseguono annunci in-feed per un numero maggiore di settimane di messa in onda
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.
